One Second Ads
One second is about as much of a song as you can use before the licence is owed. Budweiser made the limit the format.
Cannes Lions 2025Grand Prix · Audio & RadioGold · Audio & Radio2× Silver Lion2× Bronze Lion
The One Show 2025Gold Pencil · Social Media InnovationBronze Pencil · Social Post
Clio Awards 2025Silver · Social Media
Play case film — sound on2:03Client
Budweiser / AB InBev
Agency
Africa Creative DDB
Role
Motion Design
Year
2025
The brief
Music is the most expensive thing in an ad, and the cheapest way in was the shortest one. The ads had to live where people already finish songs in their heads.
The idea
Around fifty ads, one second each, each one the opening note of a track the country knows by heart. Name the song and a beer comes back by message.
The result
119% more views than the benchmark, and more than 68 million impressions in the first two weeks. Cannes gave it the Grand Prix in Audio & Radio.
119%more views than the benchmark
68+million impressions in the first two weeks
Credits
Creative Leadership — Sergio Gordilho, Nicholas Bergantin, Rodrigo Barbosa
Creative Direction — Hélio Maffia, Yllo Pedra
Creative — Maicon Gomes, Guilherme Portugal, Lucas Alcorta
Editing — Fernando Ávila
Motion Design — Edu Menezes