“Directing last year’s Carlos Mencia project (Bud Light “Classroom”) was like catching lightning in a bottle,” recalls Konk’s Chris Koch of his 2007 Game Day outing. “Trying to top it and to make the cut for this year’s Super Bowl was quite the challenge.” 

Koch and company rose to the occasion, delivering a worthy follow-up in which Mencia offers a barroom class in the “Language of Love.” Of course, Mencia’s Latin lover moves are no match for a dude who speaks the language of Bud Light.

“We wanted to take this spot to the next level and the best way to do that was to take Carlos and
his students out of the classroom and into a bar,” Koch says. “Our favorite students from last year are on board and we’ve added a few new ones. Of course, we brought back our ‘Bood Light’ guy, who has the last line - and laugh - in the spot.”

While the director and agency creatives devised numerous comic touches prior to the shoot, the on-set chemistry produced many of the best moments. “Once we could actually watch Carlos interact with the students, a lot of great ideas immediately jumped out at us,” says Koch.

The success on-set led to an embarrassment of riches in the edit. “We had a lot of choices, almost too many,” Koch muses. “It became a real challenge to pick the best moments and fit them in the :30 format.”

So what will become of the gems that linger on the cutting room floor? “Well, we love the final cut,” says Koch, “but we also think the stuff we left out could find an audience on the Internet.”

Client: Anheuser - Busch
Product: Bud Light
Spot Title: “Language of Love”

Air Date: February 3, 2008 

Agency: LatinWorks Marketing
CEO/Managing Partner: Manny Flores
President/Chief Creative: Sergio Alcocer
Copywriter(s): Michael Page, Carter Pagel
Art Director(s): Seth Taylor, Jedd Oberly
Sr. Account Supervisor: Allison Freund
Producer: Elizabeth Spiva

Editorial Company: Cutters (LA)
Editor: John Dingfield
Assistant Editors: Aki Johnson, Virginie Strub
Executive Producer: Nicole Visram
Producer: Karen Vargas

Telecine: The Syndicate
Colorist/Artist: Beau Leon

Online: The Syndicate
Artist(s): Verdi Sevenhuysen, Mike Ek

Music & Sound Design: Razorhead Music
Executive Producer: Rob Filomena
Sound Design and Mix: Luis Felipe Herrera
5.1 Surround Mixing: Kurt Upper

Additional Mix: POP Sound
Mixer: Stephen Dickson
Assistant Mixer: Nick Bozzone
Producer: Erin Reilly