It's been 20 years since Budweiser, DDB and Charles Stone III unleashed "Whassup?" on the world. The classic spot with the culture-conquering catchphrase made its debut on Dec. 20, 1999, during Monday Night Football. The campaign was an immediate sensation and went on to be featured on the Super Bowl in 2000, though it was a follow-up spot ("Girlfriend") that played on the game.
Now, Budweiser is bringing "Whassup?" back to the Super Bowl—though only in Canada. The effort is a partnership with Uber, and includes a message about responsible consumption.
The theme of the spot itself, echoing a lot of Super Bowl commercials recently, is voice assistants. These A.I.'s are pretty smart, but they're not above engaging in some pleasantly stupid humor, as you can see below:
When the commercial airs on CTV's Super Bowl broadcast on Feb. 2, it will include an Uber promo code that viewers can use to get home safely if they're watching at a bar or a friend's house, according to Strategy magazine.
Mike D'Agostini, director of marketing for Budweiser Canada, tells Strategy this is the "perfect time to bring ['Whassup?'] back with a smart twist." The Super Bowl is the right venue, because "it's a time for consumers to lean in, actually watch, and look forward to watching ads from brands," he adds. "We think it's a big moment for people to come together."
"Uber is committed to helping eliminate impaired driving," adds Lindsay Liptok, head of growth marketing, U.S. and Canada, at Uber. "We're encouraging Canadians to make responsible choices to help ensure the safety of everyone on the road. We're pleased to work with Budweiser Canada to make it easy to find a smart ride home and help prevent the risks and dangers of driving under the influence."
One of the guys from the original spots appears in this teaser for the Super Bowl campaign: