Budweiser is bringing cult US advertising campaign Whassup? to the UK after it was voted the best in the world at this year's Cannes International Advertising Festival.
The ads, in which friends greet each other with the phrase "Whassup?", have become a cultural phenomenon in the US. The campaign has captured the public imagination with its emphasis on male bonding, and the phrase has entered the vernacular and become the latest way for trendy, young Americans to greet each other.
The campaign will debut on Channel 4 during Friday's final broadcast of Big Brother, and will run until Christmas.
Budweiser is screening four ads, all of which feature friends sitting around watching American football and screaming "Whassup?", to which comes the laid-back reply, "Watchin' the game, havin' a Bud."
Budweiser has also created a website so that consumers can download screen savers and send emails from the characters to their friends.
Lucy Cooke, UK brand manager for Budweiser, said: "The humour of Whassup? is universal and the research we've conducted shows it translates very well over here. It really reflects the lifestyle of 18 to 34-year-old lads, who love sitting around watching sport, and who have their own secret language."
