A Citizen

The four characters in the ads were not in simple fact the young African-American males that hip-hop culture (whence the phrase gained its popularity) centers on but clearly middle-class thirtysomethings who had clearly managed to keep the varieties of powerful friendships that for several persons exist only when they are young.

This combination of friendship as well as coolness led the commercial to be rated USA Today's Admeter as the Superbowl's most well-known as soon as it appeared in 2000 (http://www.tvacres.com/admascots_whassup_guys.htm) cleverly suggested that continued friendship is dependent not only on shared beliefs but also on shared symbols - and of course a shared taste in beer.


To far better explain Bob Garfield from Advertising and marketing Age (June 26, 2000) offers this interpretation: "Whassssupppppp?" does not mean, "Pray, have you any news you would care to impart?" It means, "You are my friend, and in case you are doing anything interesting -- intriguing getting defined as watching football and swilling beer -- I'm in favor of generating it together" (http://www.tvacres.com/admascots_whassup_guys.htm).

The ad campaign also succeeded in generating anything that - ironically - a number of the most successful and recognizable ad campaigns have not done, which is to increase sales for the product being hawked. In this case, the ad even apparently had a spillover effect to Budweiser's other principal product or service - Bud Lite (http://www.aef.com/channel.asp?ChannelID=7&DocID=1600&location=Trends). The ad worked so well for both varieties of beer due to the fact (like all very good ads) it pretended to be selling a specific solution even though it was in simple fact selling an entire constellation of ideas

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