Excuse us for not bringing this one to your attention a bit earlier, but we really enjoyed the Halloween and Day of the Dead festivities. To make it up to you, we’ve got a really interesting story from Budweiser. So, get cozy because we’ve got a chilling ad just for you. The tale of the King of Halloween.

The vital foundation of any film is a good story. A book, a person, or a curious case. However, you probably won’t be so sure what kind of movie you are about to watch when the main protagonist and storyline spin around nothing else other than a beer. Yes, it’s a refreshing taste of an American ale that gives a special note to today’s article. Without it, there would be no Halloween II movie. To celebrate its role in making of the horror classic, Budweiser comes with their own recollection of the adventure with plenty of suspense –  paying a deserved tribute to producer and screenwriter John Carpenter.

The King of Beers has a strong connection with art. Surprisingly, you’ll discover that it also has a rather unusual link to the big screen. Not everyone is aware of this, but when Carpenter wrote Halloween II in the 80s his best companion was his typewriter. And, well, a bottle of his favorite beer. So now you know, behind one of the world’s most famous horror movies stands a tasty ‘brewski’.

To celebrate their unlikely contribution, Bud clinked glasses with agency Africa to reflect on the writer’s process with the homage to John Carpenter, “The King of Halloween.” Aside from featuring a short movie, the campaign contained a special open-air movie session on 31st October, in one of Sao Paulo’s most iconic places: the Copan building. To get their hands on a precious ticket, the audience had only one mission: To visit one of the last remaining video rental stores in the city, located downtown, some hours before the screening and ask for the film on VHS tape, reliving the nostalgia of renting a videotape just like in the ‘old times’.

“When we found out that screenwriter John Carpenter said in an interview that some packs of Bud made him company during the long nights working on the Halloween II script, we saw that Bud was not only the beer behind the music and the sports but also the movies,” explains Africa.

“So, we took the chance to celebrate the date not only launching a film honoring this story but also giving a little extra nostalgia: a special Halloween II session open-air. But in order to get a ticket people will have a mission. They have to go some hours before the session on October 31st to Video Connection, one of the last remaining video rental stores in Sao Paulo, located downtown and ask for the movie tape. Yes, the good old VHS tape. Not only to relive old times but also to rescue the culture and magic of going to a video store,” said the agency behind the project in a conversation with Branding.news.

With this campaign, Budweiser proves that its products double as a present in the hands of great personalities, while it also serves as an inspiration for famous cinema adventures. So, what are you waiting for? Grab your own Bud and start typing your own story. Who knows, maybe you will become the next John Carpenter.


Client: AB Inbev

Product: Budweiser

Agency: Africa

CCO: Sergio Gordilho

ECD: Matias Menendez

Creative Directors: Fernando Marar / Rodrigo Barbosa

Creative team: Fillipi Almeida / Denilson Silva

Client Services: Carol Boccia / Heloisa Pupim / Francine Pellacani / Leticia Fiaschi / Mariana Marcao / Vinicius Lopes

Media: Rodrigo Famelli / Antonio Arbex / Bruna Morano / Leonardo Araujo / Fabio Vannucci

Planning:  Jose Lucas / Julia Hodgkiss / Felipe Paku / Sabrina Teixeira

Agency Producers: Rodrigo Ferrari / Tais Olhiara / Karen Nakamura

Production Co.: Boiler Filmes

Director: VIRA-LATA

Assistant Director: Renata Borges

D.O.P.: Yuri Maranhao

Production Co./Art Director: Camila Kogut

Executive Producers: Gabriel Dagostini / Eduardo Lubiazi / Carolina Cherobim

Production Co./Client Services: Marcela Santos / Luisa Ferreira / Dayane Dantas

Production Coordinator: Stefanie Korb / Carolina Latorre

Film Production: Andrea Tomeleri

Editing: Giordano Maestrelli

Post-production Coordinator: Fezao Barbieri / Rafael Barao

Post-production: Clan VFX

Color Grading: Marla

Sound Design: Evil Twin Music

Sound Production: Andre Faria / Murilo Faria / Andre Namur / Jimmy Gressler

Sound/Client Services: Juliana Tangary / Juliana Nascimento

Sound Finishing: Andre Namur / Jimmy Gressler

Approved by: Ricardo Dias / Bruna Buas / Alice Alcantara