Buzz
On January 30, 2000, during the Super Bowl, Budweiser debuted a commercial that would become etched in the memories of countless Americans. Even today, shouting “Wassup?” in a crowded space is likely to trigger nostalgic responses from those who experienced the cultural wave. However, the ad’s beginnings are lesser-known, and many might be surprised to learn that one of the most famous beer commercials didn’t originate as a marketing campaign.
From Short Film to Cultural Icon
In the late 1990s, Charles Stone III, a music video director at the time, created a short film titled “True.” The two-minute clip showcased Stone and his friends from Philadelphia humorously greeting each other with exaggerated “Wassups.” Vinny Warren, an associate creative director at DDB Chicago (the agency behind the ad), stumbled upon the film while brainstorming ideas for Budweiser’s playoff football and Super Bowl campaigns. He believed Stone’s humor, style, and narrative could seamlessly adapt to a commercial format. Warren also recognized the concept’s viral appeal, sharing on the Taplines podcast that everyone who saw the clip instinctively repeated “Wassup,” predicting that “the entire country might react the same way.”
Don Pogany, the agency’s group creative director, shared with The New York Times that Warren “immediately saw its potential as a Budweiser commercial,” noting, “it didn’t come off as traditional advertising. It felt unique and perfectly aligned with Bud’s essence: friendship, camaraderie, and the way guys connect. It offered a simple yet innovative way to showcase male bonding.”
Super Bowl Phenomenon
Luckily for Warren and DDB, Stone—and eventually Budweiser—gave their approval and began creating the ad that would become known as “Wassup?” While “True” starred Stone’s real-life friends—Fred Thomas, Paul Williams, Terry Williams, Jimmy “Puerto Rock” Perez, and Kevin Lofton—Anheuser-Busch (A-B) and DDB aimed to broaden their search for actors. After auditioning around 80 individuals, they ultimately chose Stone’s original group—except for Lofton, who declined the offer and was replaced by Scott Martin Brooks. Budweiser reportedly viewed the all-Black cast as crucial for expanding its presence in the “urban” market, which explains why they also enlisted Stone to direct not only “Wassup?” but also a series of subsequent ads.
The initial “Wassup?” ad garnered little attention upon its Christmas Day 1999 debut. However, Anheuser-Busch took a gamble and selected “Wassup?” for a mid-game slot during the Super Bowl. It aired after halftime, coinciding with what many regard as one of the greatest Super Bowls ever: The game concluded when Rams linebacker Mike Jones stopped Titans wide receiver Kevin Dyson just one yard shy of the goal line, thwarting a potential game-winning touchdown. Despite this iconic moment, the one-minute commercial became an instant hit, stealing the spotlight.
Late-night TV hosts, radio DJs, and media personalities began adopting the “Wassup?” catchphrase. Online, recreations of the ad surged in popularity, turning the phrase into one of the internet’s earliest memes. Parodies emerged featuring everyone from the South Park crew to Elián González and even the DC SuperFriends. While some companies might have contested the unauthorized use of the slogan, A-B saw it as a boost to their brand.
By March, “Wassup?” had become a cultural phenomenon, with the ad’s cast gaining a dedicated fanbase. Anheuser-Busch sent them on a promotional tour, making appearances at Budweiser-sponsored events such as the World Series. By September, DDB estimated that the ad had generated an extra $20 million in publicity for Budweiser, simply due to how frequently the catchphrase was referenced in TV and print media. (Since internet publicity couldn’t be tracked at the time, the actual figure might have been even higher.) This was on top of the significant sales boost Budweiser experienced, as trade publication Beer Marketer’s Insights reported a rise of 2.4 million barrels in sales after the ad’s release, reaching 99.2 million barrels for the year. That’s a lot of beer.
The Enduring Impact of a Catchphrase
The popularity of “Wassup?” led to a series of follow-ups, including “Wassup Girlfriend,” “Wassup Grandmas,” and “Wassup Wasabi,” as well as numerous awards like the Cannes Grand Prix and a Grand Clio. The ad’s influence extended to pop culture, with parodies in the Scary Movie franchise, a pandemic-era reboot about checking on friends during lockdown, and even a nod on the Today show’s Halloween special. Stone, who also created a pro-Obama parody titled “Wassup 2008,” leveraged the ad’s success into a Hollywood career, directing films like Drumline (2002) and Mr. 3000 (2004), as well as episodes of Friday Night Lights, Black-ish, and Superstore.
Decades later, wassup remains a staple of American vernacular, largely due to this iconic ad. Vinny Warren, the creative director who introduced “True” to Budweiser, admitted he’s never fully understood why the ad resonated so deeply. In 2019, he told Mel magazine that it clearly connected with “young (white) drinkers who had embraced hip-hop culture,” pointing out that “Eminem had just emerged. African-American culture was universally admired. White Midwesterners were trying to sound like they were from Compton.” And, it seemed, everyone simply loved saying “Wassup?”
