• Brandweek, Monday, June 12, 2006 12:30 PM

Instead of buying your father a beer for Father's Day, here's an alternate suggestion: have a beer with him. "Getting together for a beer is a great way for fathers and their adult sons and daughters to celebrate the day, share stories, and create new memories that will last a lifetime," said Bob Lachky, an Anheuser-Busch marketing executive. "These new ads are a unique way to honor fathers and convey beer's place in family celebrations." The new ads Lachky was referring to are part of a promotional campaign from a beer industry support group backed by A-B called "Here's to Beer," which salutes the bond between fathers and their kids. It includes a TV spot by sportscaster Joe Buck in which he reminisces about his father, Hall-of-Fame broadcaster Jack Buck. The ad combines commentary from Joe Buck interspersed with historical footage and Buck family photos. In conjunction with the ads, "Here's To Beer" is hosting a consumer contest called "Who Would You Have a Beer With?" at HeresToBeer.com. In the first phase of the contest, entrants nominated anyone--famous or unknown--and provided 50 words or less to make their case.

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