American brewer Anheuser- Busch has its tongue firmly in its cheek when it pays homage to Real American Heroes in a new series of ads for premium beer Budweiser. The commercials celebrate the great ideas of these fictional heroes such as Mr Foot Long Hot Dog Inventor who "gave the world an extra two inches" ­ which means he increased the size of a hot dog from 10ins to 12ins. Budweiser's marketing manager, Lucy Cooke, described the campaign as "the ultimate spoof on the soft focus, feel-good American moment". Cooke said: "The ads have an '80s rock soundtrack, a rousing announcer and over-the-top copy. "They look at some of the oddest, almost iconic aspects of American culture. Cooke added: "We think UK beer drinkers will respond brilliantly to the campaign's brand of irreverence and irony." The first commercial went on screen in cinemas this week and hits TV screens from Thursday. Radio versions will follow later, while the television ads will be seen on satellite, ITV, C4 and C5. The campaign is part of the company's £34m marketing budget for the brand this year and follows its successful Whassup' and Frogs and Lizards' promotions. The fully integrated initiative features off-trade sales promotions and a full range of PR. Budweiser lizards Louie and Frank will still be on screen and will star in additional ads focusing on the quality of the brand. {{DRINKS }}

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