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In Budweiser's Apocalypse TV commercial Dale Earnhardt Jr is gunning the No. 8 Chevrolet across a desert highway at high speed. A bunch of thugs who look like they belong in a Mad Max movie are in hot pursuit on motorcycles and wild looking ’70s muscle cars.

One rowdy looking mutant holds a high-powered chain saw.

It looks like they're ready to wage a battle with Earnhardt -- as if he had stolen their gasoline or ran off with their daughters -- who knew they just wanted a beer.

 
 

Driving through fireballs and explosions Dale Jr finally has had enough -- and slides the No. 8 car to a halt.

Climbing out of the car he explains to the goons, "Guys, I told you -- just because I've got Bud on the car doesn't mean I've got Bud in the car."

The disappointed mob then turns to leave without any beer.

 

The spot ends with Earnhardt muttering under his breath -- "Crazy mutant desert guys."

The spot was produced by DDB Chicago, Budweiser's award winning ad agency. This was at least the 12th Dale Jr commercial they’ve done for Budweiser.

The commercial was filmed on location on a barren stretch of highway near Lancaster, California.

Filming was done from multiple angles. A helicopter flew overhead capturing the action, while another film crew in a lead vehicle in front of Junior shot using a boom camera attached to the car.

The dramatic spot was nothing like any other commercial NASCAR fans had seen. "We wanted to have some fun and showcase Junior’s amazing driving skills and personality," said Randall Blackford, Budweiser’s Director of Marketing.

 
 

This ad achieved DDB’s goal of making it more than an ad. The agency strives for Talk Value -- creating ads that get injected into pop culture, and make the rounds on TV and radio talk shows. This Dale Earnhardt Jr ad certainly did that.

The commercial debuted during the 2007 Daytona 500 before being placed into a regular rotation of Bud commercials.

 

Here's a behind the scenes look at the making of Apocalypse starring Dale Earnhardt Jr.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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