Budweiser Spot Imagines How Harry Caray Would Have Called The Cubs World Series Win

Budweiser, which re-aired one of its classic Harry Caray ads immediately after the Cubs World Series win,

The impossible is possible. Cheers to the guy we wish had been in the booth tonight. @Cubs, #ThisBudsForYou. #FlyTheW pic.twitter.com/wLCnKCYNnO

— Budweiser (@Budweiser) November 3, 2016

followed-up by creating an emotional new spot overnight imagining how the legendary broadcaster might have called the previous night’s game which finally saw the North Side Chicago club break their curse and end their World series drought.

The team’s official beer partner and its agency VaynerMedia worked together with Caray’s family estate on the project: sourcing original old recordings of Caray’s voice and then layering it on-top of game footage and fan celebrations from last night’s win.

The spot, carrying the tagline ‘Harry, they did it. The impossible is possible. Hear the legend call one last game. Cubs’, aired within hours of the Cubs win.

It was also posted to YouTube on 3 November and amplified across the brand’s other digital and social channels carrying the hashtag’s #ThisBudsForYou. #FlyTheW.

Harry, they did it. The impossible is possible. Hear the legend call one last game. @Cubs, #ThisBudsForYou. #FlyTheW #CubsWin pic.twitter.com/v0fhiFClpk

— Budweiser (@Budweiser) November 3, 2016

The impossible is possible. Cheers to the guy we wish had been in the booth tonight. @Cubs, #ThisBudsForYou. #FlyTheW pic.twitter.com/d5fSeoXH9W

— Budweiser (@Budweiser) November 3, 2016

The impossible is possible. Cheers to the guy we wish had been in the booth tonight. Chicago @Cubs, #ThisBudsForYou #FlyTheW

A video posted by Budweiser (@budweiser) on Nov 2, 2016 at 11:46pm PDT

And was further supported with a Caray-themed Snapchat filter.

Shout out to @Budweiser for the awesome Snapchat geofilter. I like the idea, authenticity and design #SportsBiz #Cubs @brian_cristiano pic.twitter.com/PE6fZiaO4g

— Rob Cressy (@robcressy) November 3, 2016

Caray, the voice of the Cubs from 1982 until he died in 1998, is inextricably connected with the Cubs and is known by fans as ‘the voice of the Cubs’.

Surprisingly, he actually started his MLB career calling St Louis Cardinals games (the hometown of Anheuser-Busch) from 1945 to 1969.

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With an impressive 1.3m YouTube views in its first 24 hours and with tens of thousands of retweets and likes, there is clearly plenty of emotional connection between the brand spot and the fans.

By engaging through an authentic, fan-loved team icon, Budweiser’s approach shows the kind of insider insight and knowledge of club history fans hope and expect from sponsors.

Budweiser is both the official beer of the Chicago Cubs and of major League Baseball.

It was back in September 2013 that the Chicago Cubs signed a deal with Budweiser reportedly worth $140m that not only saw it replace Old Style as the team’s official beer and malt beverage, but also saw the Anheuser-Busch InBev brand logo plastered across a giant new 650-square-foot sign in the right-field at Wrigley Field.

The 10-year deal also applies to the Cubs’ spring training facility in Mesa Ariz.

This deal marked the end of the team’s decades-long marketing partnership with Old Style.

‘This was a very difficult decision following a 60-year relationship we enjoyed with this great brand,’ said a Cubs statement at the time.

‘We will continue to offer Old Style and Old Style Light to our fans for our remaining games.’’

The new sign is one part of a $500m renovation project at the Cubs’ 100-year-old ballpark.

As well as partnering with the Cubs, Budweiser is a sponsor of 22 other MLB teams and is the Official Beer Sponsor of Major League Baseball.

In 2012, Budweiser (which actually has a baseball relationship that dates back to the late 1800s), signed a new six-year MLB sponsorship – extending a 30-year relationship.

The deals sees the Anheuser-Busch brand have exclusive rights in the malt beverage category to use the MLB marks and logos and makes Budweiser the presenting sponsor of MLB Opening Week and the Player of the Month awards, as well as of the MLB Fan Cave.

Links

Budweiser YouTube:

https://www.youtube.com/user/budweiser

Budweiser Twitter:

https://twitter.com/Budweiser

Budweiser Web:

http://www.budweiser.com/

Budweiser Pinterest:

https://uk.pinterest.com/Budweiser/

Budweiser Instagram:

https://www.instagram.com/budweiser/

VaynerMedia: