Inside The Campaign: Deutsch’s “Father’s Day Surprise” for Anheuser-Busch

In the series Inside the Campaign, the 4A’s features creative work from its member agencies. Here, Deutsch shows its recent work for Anheuser-Busch.

Campaign: Father’s Day Surprise

Agency: Deutsch

Client: Anheuser-Busch

Program Background: This year, Busch is helping Dads across America get the gift they really want for Father’s Day… the gift of beer.

Busch will no longer stand idly by as hard-working, loyal dads are inundated with the bad, the weird and the unwanted sorta-sentimental-but-mostly-last-minute gifts. No more patterned socks. No more ugly ties. No more goofy hats or Car Magazine. All Dad wants for Father’s Day is an ice-cold beer with you, and Busch is helping to spread the word.

Meet Joe Gray: father of three and resident of Cherry Valley, NY (population: 1,200). While he appreciates the effort his family goes to each year for Father’s Day, all he REALLY wants is to crack open his favorite ice-cold beer and relax… so Busch lobbied and campaigned in Cherry Valley to make sure that is EXACTLY what happened.

We outfitted buildings, store-fronts and streets with signs to remind Joe Gray’s family to do their dad right this year and get that guy some Busch. Check out the video that was released:

Sr. Director Value Brands at Anheuser-Busch, Daniel Blake said: “Joe embodies everything Busch stands for; he’s loyal, hard-working and dedicated to his family. Fathers like Joe deserve the best possible gift on their special day – we just wanted to point his family in the right direction so that they could show Joe how much he means to them.”

Mr. Gray said: “Sure, I love beer. Thanks Busch.”

“The whole town rallying around Joe getting his Father’s Day wish was amazing to see and the look on his wife’s face after seeing Main Street says it all,” said Dan Kelleher, Chief Creative Officer at Deutsch NY.

Busch wants to give the gift of beer to MORE dads than just Joe – consumers can nominate their dad this Father’s Day for a chance to receive a truly special treat from Busch. All they have to do is share the video of Joe between June 12 – June 17 with the hashtag #BuschFathersDay, and Busch will pay a surprise visit to one lucky dad later this year!

Please contact Vonda LePage ( to request additional information or materials from this campaign.

Deutsch Office: New York
Creative Credits:
Chief Creative Officer: Dan Kelleher
Executive Creative Director: Jeff Vinick
Creative Director: Heather English
Creative Director: Marques Gartrell
Associate Creative Director: Paul Eliker
Associate Creative Director: Carla Butwin
Director of Integrated Production: Joe Calabrese
Producer: Lauren Pfahler
Director of Integrated Business Affairs: Maria Taris
Group Director, Integrated Business Affairs: Stacy Schwartz
Sr. Business Affairs Manager: Dawn Doumeng
Chief Strategy Officer: Matt Baker
Planning Director: Andrew Quay
Sr. Strategist: Rachel Gruber
Project Manager: Ashley Heisner
Account Director: Andrew Arnot
Account Supervisor: Madalyn McLane
Asst. Account Executive: Taylor Jerome

Client, Client Contact:
NA Marketing: Marcel Marcondes
Value and Beyond Beer Brands: Chelsea Phillips
Director, US Value Brands: Daniel Blake
Sr. Brand Manager and Digital Brand Manager: Conor Mason

Production Company: Steelhead
Director: Joe Pernice and Jeff Morgan
Director of Photography: Thomas Petersen
Production Sound Mixer: Miliken Gardner
Executive Producer: Jeff Morgan

Editorial Company: Steelhead
Editor: Juan Guzman
Asst. Editor: Erik Skattum
Producer: Samantha Addy
Executive Producer: Jeff Morgan

Colorist: Juan Guzman

Original Music: Pulse Music
Music by: Charles Humenry, Adam Miele, and Dan Kuby
Exec Producer: Dan Kuby

Audio Post Company: Steelhead
Mix Engineer: Juan Guzman
Producer: Sam Addy
Executive Producer: Jeff Morgan