Budweiser had a poignant message to share about the importance of not drinking and driving. Rather than create another “scared straight” ad, our team at Momentum used the emotional connection between a man and his dog (a classic Budweiser symbol) to tell a story that resonated with viewers through joy, not fear.

I not only developed and pitched the core concept, but wrote the script and story featured in the final release. The spot was originally intended to be an online-only video for International Beer Day. The brand loved it so much, they changed course and used the spot as the center of brands campaign during the MLB playoffs. The ad won multiple awards, the online version received over 25 million views and the phrase “Make a Plan to Make It Home” is still used in Anheuser-Busch’s email signatures seven years after its debut.