“I’VE HAD THIS BEFORE !” Buddy’s Down Home BBQ Sauce Joel Steding

1. “I’VE HAD THIS BEFORE!” Buddy’s Down Home BBQ Sauce Joel Steding 30 second TV-spot

2. “I’VE HAD THIS BEFORE!” • The purpose of this commercial is to show that even if a consumer has never purchased Buddy's before, they have probably tasted it elsewhere, and enjoyed it. • It's a taste that they will not likely forget and in fact, may conjure up specific memories when they first bite into those juicy ribs smothered in Buddy's BBQ Sauce.

3. “I’VE HAD THIS BEFORE!” • The ad hits many demographics including: 2+1 family with a pet in a suburban neighborhood, country 'good-ol-boys' that enjoy great barbecue and a good beer, and above average income 20-somethings on a date at an upscale restaurant. • All three demos are key, though the most important one is the 2+1 suburban, $40,000+ HHI, traditional family, which is featured both at the beginning and at the end, framing the commercial.

4. “I’VE HAD THIS BEFORE!” • This particular commercial is also designed to head a new ad campaign based on the tagline "Just like you remember it," which are also the very last words spoken in the ad. • The tagline has amazing recall power, and the entire commercial is based on the premises behind that tagline.

5. “I’VE HAD THIS BEFORE!” Here’s the Commercial!

6. “I’VE HAD THIS BEFORE!” (1 of 9) • (Fade in ELS) Man and woman in their late 30’s are outside playing Frisbee with a pre-teen boy (family), scene in backyard of house, grill smoking in background. • MUS Country-style guitar, light mood • VO: We’d like to say our Barbeque sauce is something you’ve never tasted before.

7. “I’VE HAD THIS BEFORE!” (2of 9) • (Cut to LS) Man walks over to grill. • VO: But chances are (Pause)

8. “I’VE HAD THIS BEFORE!” (3of 9) (Cut to CU) Overhead view of man brushing on sauce. VO: You have. (Pause)

9. “I’VE HAD THIS BEFORE!” (4of 9) (Dolly out to ELS) Man still is grilling, but as the camera dollies out, scene has changed to an outdoor cook-out, with many others grilling, and thousands of people sitting at long picnic benches eating ribs. VO: Buddy’s barbecue sauce has been enjoyed at world famous cook-outs around the country.

10. “I’VE HAD THIS BEFORE!” (5of 9) (Cut to ECU) Someone biting into BBQ sauce-covered ribs. (Dolly out to ELS) The person is sitting in a restaurant with family and friends all eating ribs and steaks. VO: Five-star restaurants.

11. “I’VE HAD THIS BEFORE!” (6of 9) (Dolly in to CU) Camera dollies into a chef in the kitchen brushing on Buddy’s BBQ sauce onto more ribs. Then ribs are put onto a plate. VO: And of course, (Pause)

12. “I’VE HAD THIS BEFORE!” (7of 9) (Cut to ECU) Ribs on plate, camera follows ribs on plate, then dollies out to show scene has changed back to the backyard scene and the boy runs over, quickly sits down, picks up ribs, and bites into them, getting BBQ sauce all over his mouth. VO: Family barbeques around the country. (Pause)

13. “I’VE HAD THIS BEFORE!” (8of 9) (Cut to CU) Man bites into ribs, then looks surprised. VO: It makes sense that when many bite into a juicy set of ribs cooked with Buddy’s, they say (Pause) Man: MMMM! I’VE HAD THIS BEFORE!

14. “I’VE HAD THIS BEFORE!” (9of 9) (Cut to ECU) Shows the table family is sitting at with a bottle of Buddy’s Down Home BBQ Sauce sitting on it, woman turns the label front, on the right side of screen. Logo appears to right, then tagline fades in: “Just like you remember it.” The website fades in just below the tagline. Woman: OF COURSE, IT’S… (Pause) VO: Buddy’s Down Home BBQ Sauce. Woman: JUST LIKE YOU REMEMBER IT.

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