Budweiser
Commentary by Steven B. Goldsmith, June 2003

Short people, like people of all statures, have widely differing opinions on what is offensive and what is simply amusing. However, many seem to be united in their outrage over a new, horribly degrading, Budweiser Commercial.


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In this advertisement, a man is sitting on a couch watching TV when his girlfriend walks in from the kitchen carrying two Budweiser bottles. She hands the man one of them and sits down next to him. Here is the dialog for any readers who can not access the movie clip.

Man: Where did you get that shirt, it's huge Woman: It was my old boyfriend's. Man: He must have been huge. Woman: (smiles) He was. Man: ( also smiles) Why don't you change into one of mine. Women: Nah yours are kind of small. Man: (frowns) So? Woman: Well smalls are ok, but huge ones just better. ( breif view of Budweiser logo with the tag line "True" ) Woman: (holds up one of his hands) You have the tiniest little hands.
The implication is clear. Huge men are better. Average size men are not. And don't even talk about small men. I suspect that there is something else here that the girlfreind wishes was huge.

This commercial makes a terrible statement. The man in the commercial doesn't appear to be very small. He is taller than the woman. And still that's not good enough. Why is the advertising community so enamoured with tall and huge men. Will we reach a point someday when average size men will be found lacking and the only good prospects will be six foot tall or above? What kind of inferiority complex is the country imposing on those two are not tall? Some of this has already happened. Short Persons Support receives a lot of mail from slightly below average height men (5' 6" to 5'8") who describe difficulties finding romance because of the competition.

Perhaps the worst thing about this commercial is that there is no attempt to connect the product to the theme. Is Budweiser trying to say that huge beers are better than small ones? Even I agree but that point doesn't come out here. The beers the woman brings appear to be ordinary 12 oz. bottles. If they are larger, the camera angles don't work to show it.

No, the only purpose of the commercial is to glorify huge men. This must have something to do with Budweiser's target audience. Perhaps huge men drink more beer so the company is targeting its advertisements to that segment. Whatever the purpose, it is a terrible insult to the rest of us.

Budweiser: Bring back the talking frogs.