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Clydesdales "know when to say when." (Anheuser-Busch horses in ad campaign against drinking and driving)

Clydesdales "Know When to Say When"

The Budweiser Clydesdales, Anheuser-Busch, Inc.'s most recognizable symbol, will make their first appearance in the company's currently-running "Know When to Say When" advertising campaign during the holiday season.

"The holidays are truly a special season," said Michael Roarty, executive vice president, Anheusure-Busch, Inc. "We could think of no better way to extend out holiday wishes to everyone than by complementing our traditional Clydesdale holiday greeting with a version that reminds viewers to celebrate responsibly."

The Clydesdale commercial will appear in selected network and cable programming, and will be supplemented by a radio spot narrated by Norm Crosby. The radio spot is a contemporary version of "The Night Before Christmas," and has been made available for local use by Anheuser-Busch's nationwide network of nearly 1,000 wholesalers. Accompanied by jingling bells, Crosby reminds listeners, "To our friends this season, this message we send, Happy Holidays to all, and `Know When to Say When.'"

Burrows cited statistics from the U.S. Department of Transportation which demonstrate that between 1982 and 1988, the number of persons killed each year in drunk driving accidents declined nine percent.

"That's real progress, and it's the kind of progress that occurs when we all work together to address these issues," added Burrows.

"Know When to Say When" commercials featuring professional golfer Payne Stewart and race car driver Scott Pruett will also be included in the holiday season spot rotation. Reminding consumers not to drink and drive, Pruett tells viewers, "Some people think it's crazy to drive a car 200 miles and hour. But I'll tell you what crazy is. Crazy is driving any car when you've had too much to drink."

PHOTO : CHRISTMAS TIDINGS--Labatt Importers has created a special "holiday tree" display to

PHOTO : brighten retail accounts and add to the festive Christmas spirit.
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Publication:Modern Brewery Age
Date:Jan 1, 1990
Previous Article:Bud Light reaches top sales volume.
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