For NASULGC and Anheuser-Busch, Good, Clean Fun Is the Name of the Game

For NASULGC and Anheuser-Busch, Good, Clean Fun Is the Name of the Game

WASHINGTON, March 8 /PRNewswire/ -- The National Association of State Universities and Land Grant Colleges (NASULGC) wants to ensure college hoop fans everywhere have a fun, safe time during the upcoming National Collegiate Athletic Association (NCAA) basketball tournament.

NASULGC has joined forces with Anheuser-Busch Cos. to produce and air a 30-second television commercial named "Good, Clean Fun." The commercial features mascots from 14 universities who receive pointers from a referee on how they can help promote celebrating responsibly and encourage fans to watch out for each other. Anheuser-Busch will run the ad in the NCAA basketball tournament broadcasts, which air on CBS, March 15 through April 12.

Peter McPherson, president of NASULGC, said, "With the assistance of Anheuser-Busch, we are spreading the important message about responsibility in an eye-catching way sure to catch fans' attention."

John Kaestner, vice president of Consumer Affairs, Anheuser-Busch Cos., added, "Most fans -- regardless of whether their teams win or lose -- know how to celebrate responsibly. But it only takes one person acting irresponsibly to ruin the celebration for everyone. We are pleased to work with NASULGC to remind everyone this season that enjoying the games, preventing underage drinking and being a good sport go hand in hand."

The commercial, which was created by DDB, Chicago, opens with a referee giving a sincere pre-game speech to a group, off-camera. The referee encourages the group to continue promoting responsible behavior during the game and "keep their heads on straight." The camera then pans back and reveals that the audience to whom the coach is speaking is a group of university mascots clustered around, nodding in agreement.

"Mascots are a focal point during games," said McPherson. "We thought it made perfect sense to use them as a unifying force to deliver a positive message to fans."

The spot features the following University mascots from NASULGC member schools: Delaware State University Hornet; University of Nevada Wolf Pack; Kansas State University Wildcat; University of California-Irvine Anteater; Arizona State University Sun Devil; Cal State Fresno Bulldog; Penn State Nittany Lion; Cal State Los Angeles Golden Eagle; Cal State Long Beach Prospector Pete; Wichita State University Wu Shock; California Polytechnic- Pomona Billy Bronco; Cal State Northridge Matador; and Cal State Fullerton Elephant.

In focus group previews of the ad with students of legal drinking age from NASULGC member schools, participants said they could relate to the importance of watching out for one another and celebrating responsibly while having fun. The partnership between NASULGC and Anheuser-Busch began eight years ago, and has been focused on raising awareness about the need for good sportsman-like conduct among college students before, during and after sporting events. This spot will be the second television commercial the partnership has aired on college football and basketball TV broadcasts, as well as during the annual NCAA tournament.

According to a 2004 survey of NCAA college students, ages 21 to 29, conducted on behalf of Anheuser-Busch by Data Development Worldwide, more than 9 in 10 students attending games say they behave responsibly and don't engage in negative fan behavior like fighting, throwing beverages, or destroying property.

Founded in 1887, NASULGC is the nation's oldest higher education association. A voluntary association of 215 public universities, land-grant institutions and many of the nation's public university systems, NASULGC campuses are located in all 50 states, the U.S. territories and the District of Columbia. Dedicated to supporting excellence in teaching, research and public service, NASULGC has been in the forefront of educational leadership nationally for over a century.

For a quarter century, Anheuser-Busch and its nationwide network of 600 independent wholesalers have led the alcohol beverage industry in promoting responsibility and respect for the law, investing more than a half-billion dollars in alcohol awareness and education programs and partnerships. In 2006, for the third year in a row, the company ranked first in the beverage industry for social responsibility in FORTUNE magazine's "America's Most Admired Companies" and "Global Most Admired Companies." To view the spot or for more information about the company's responsibility efforts, visit http://www.beeresponsible.com/ .

First Call Analyst:
FCMN Contact:

Source: Anheuser-Busch; NASULGC

CONTACT: Rebecca Sullivan, NASULGC, +1-202-478-6073,
rsullivan@nasulgc.org , or Suzanne Sierra, Anheuser-Busch Cos.,
+1-314-577-9860

Web site: http://www.beeresponsible.com/

-------
Profile: intent