Budweiser’s “One Second Ads” campaign, developed by Africa Creative, exemplifies the brand’s innovative approach to marketing by leveraging brevity and cultural resonance.
The campaign featured a series of one-second advertisements, each showcasing the initial notes or beats of iconic songs from artists like Beyoncé, Taylor Swift, The Beatles, and Foo Fighters. This concept was rooted in the idea that true music aficionados can recognize their favorite tracks almost instantaneously, thus turning each ad into an engaging challenge for fans.
By utilizing the ultra-short format, the ads were unskippable and demanded immediate attention, effectively capturing the audience’s curiosity. The campaign extended its reach through social media platforms, where fans were encouraged to guess the songs featured in the ads, fostering interactive participation and a sense of community among music lovers.
“One Second Ads” not only highlighted Budweiser’s longstanding association with music culture but also demonstrated the brand’s ability to adapt to contemporary media consumption habits.
AWARDS
Cannes Lions 2025
Clio Awards 2025
- Silver in Social Media (Specific Target Audience)
D&AD 2025
- Shortlist in Digital Marketing (Social Media)
One Show 2025
- Gold in Social Media (Innovation)
- Bronze in Social Media (Social Post)
CREDITS
Brand: Budweiser (AB InBev), Brazil. Vice President of Marketing at AB InBev: Daniel Wakswaser. Director of Marketing for Budweiser in Brazil: Mariana Santos. Marketing Team: Natalia Capelini, Theodora Farran, Nicole Prudente, Gabrielle Matsunaga, and Marcos Madeira. Advertising Agency: Africa Creative DDB, São Paulo. Director of Talent Relations: Fernando Alonso. Strategic Partnerships, Talent Engagement Lead: Bruna Cicolino. Art Director: Maicon Gomes. Associate Creative Director: Guilherme Portugal. Chief Creative Officer: Sergio Gordilho. Colourist: Fabio Maczka. Content Creator: Catarina Carvalho. Content Director: Patrícia Colombo. Content Lead: Gustavo Stevanato, Victoria Freitas. Copywriter: Lucas Alcorta. Creative Director: Hélio Maffia, Yllo Pedra. Creative Producer: Laís Cattena. Creative Vice President: Juliana Leite. Editor: Fernando Ávila, Fábio Maczka. Executive Creative Director: Nicholas Bergantin. Finisher: Thácio Palanca, Lucas Weingaertne. Intern: Marina Rabello. Motion Designer: Diego Oliveira, Felipe Macedo, Serginho Dimi, Miguel Melo. Music Producer: Paulinho Corcione, Danilo Barbalaco. Production Assistant: Valentina de Luca, Nadia Sobh. TV Producer: Rodrigo Ferrari, Tais Olhiara, Nathália Trindade. Account Manager: Ana Carolina Andrade, Cindy Fujii Matsu, Carlos Barnabé, Vitória Silano. Awards Manager: Raquel Martins. Chief Commercial Officer: Ana Paula Kuroki. Chief Operating Officer: Heloisa Pupim. Client Executive: Thais Urenha. Client Lead: Daniel Wakswaser, Mariana Santos. Coordinator: Thácio Palanca. Media: Thiago Martinez, Renan Soares, Bruna Morales, Caio Freitas, Giovana Barreto. Media Vice President: Pedro Eustachio. Planner: Pedro Fernandes, Wes Gagliano. Producer: Leandro Motta, Jessica Oliveira, Gabriella Marlene Silva, Felipe Gordilho. Project Manager: Theo Etlin, Giovanna Lima. Special Projects Director: Lica de Souza.
