The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Innovation / Use of Media in Social Media
Annual ID
OS25_SM009G
Background
Budweiser has always been the beer behind the music. From the backstage with the artists to the center of the stages sponsoring shows and tours.
And now, Budweiser wants to go beyond the spotlights and show it is the beer of the music fans too.
So, our challenge was to create an even deeper connection with these fans and show that no other beer understands them more than Budweiser.
But how can we do this when these fans spend their days surrounded by posts, videos, and all kinds of content, and don’t have time to pay attention to ads?
And now, Budweiser wants to go beyond the spotlights and show it is the beer of the music fans too.
So, our challenge was to create an even deeper connection with these fans and show that no other beer understands them more than Budweiser.
But how can we do this when these fans spend their days surrounded by posts, videos, and all kinds of content, and don’t have time to pay attention to ads?
Creative Idea
After some research, we discovered something fascinating: music fans only need to hear one note to recognize their favorite songs. The second the song begins to play, they already know what it is.
Inspired by this, we created the One Second Ads campaign: a series of ads that lasted only 1 second, featuring the first notes of the world's most iconic songs. From Beyoncé to Taylor Swift, from The Beatles to Foo Fighters.
The ads had just the perfect length for fans to recognize the songs, and to Budweiser to show it understands these fans.
So, we challenged everyone to guess the songs on social media and prove they were real fans, turning every ad into a real test of fandom.
The campaign was so short and fast that it was not only impossible to be skipped, but it triggered people to rewatch every ad over and over again, until they guessed all the songs.
Inspired by this, we created the One Second Ads campaign: a series of ads that lasted only 1 second, featuring the first notes of the world's most iconic songs. From Beyoncé to Taylor Swift, from The Beatles to Foo Fighters.
The ads had just the perfect length for fans to recognize the songs, and to Budweiser to show it understands these fans.
So, we challenged everyone to guess the songs on social media and prove they were real fans, turning every ad into a real test of fandom.
The campaign was so short and fast that it was not only impossible to be skipped, but it triggered people to rewatch every ad over and over again, until they guessed all the songs.
Insights & Strategy
Our goal was to connect on a deeper level with music fans. And we know that music is one of the most powerful ways to connect with people. So, our strategy was simple: grab their attention through their favorite songs.
But we also knew that making another traditional 30 second spot with a famous song in the background wouldn't be enough. People are tired of those old formats. They see an ad on their screen and instantly skip it to get back to their content.
With all that in mind, we started to dig into the music fans’ behaviour. And after some research, we discovered something very interesting about them: music fans only need to hear one note to recognize their favorite songs. In the very first second of the track, they already know what it is.
So, more than just using music to engage them in a traditional way, we saw an opportunity to prove that we truly understand these fans by naturally fitting into their content.
And that's exactly what we did. We launched a 1-second campaign featuring just the first notes and beats of the world's most iconic songs. And then challenged all the fans to guess them.
A message that only true music lovers would be able to get. And no one would be able to skip.
But we also knew that making another traditional 30 second spot with a famous song in the background wouldn't be enough. People are tired of those old formats. They see an ad on their screen and instantly skip it to get back to their content.
With all that in mind, we started to dig into the music fans’ behaviour. And after some research, we discovered something very interesting about them: music fans only need to hear one note to recognize their favorite songs. In the very first second of the track, they already know what it is.
So, more than just using music to engage them in a traditional way, we saw an opportunity to prove that we truly understand these fans by naturally fitting into their content.
And that's exactly what we did. We launched a 1-second campaign featuring just the first notes and beats of the world's most iconic songs. And then challenged all the fans to guess them.
A message that only true music lovers would be able to get. And no one would be able to skip.
Execution
Our goal was to connect on a deeper level with music fans. And we know that music is one of the most powerful ways to connect with people. So, our strategy was simple: grab their attention through their favorite songs.
But we also knew that making another traditional 30 second spot with a famous song in the background wouldn't be enough. People are tired of those old formats. They see an ad on their screen and instantly skip it to get back to their content.
With all that in mind, we started to dig into the music fans’ behaviour. And after some research, we discovered something very interesting about them: music fans only need to hear one note to recognize their favorite songs. In the very first second of the track, they already know what it is.
So, more than just using music to engage them in a traditional way, we saw an opportunity to prove that we truly understand these fans by naturally fitting into their content.
And that's exactly what we did. We launched a 1-second campaign featuring just the first notes and beats of the world's most iconic songs. And then challenged all the fans to guess them.
A message that only true music lovers would be able to get. And no one would be able to skip.
But we also knew that making another traditional 30 second spot with a famous song in the background wouldn't be enough. People are tired of those old formats. They see an ad on their screen and instantly skip it to get back to their content.
With all that in mind, we started to dig into the music fans’ behaviour. And after some research, we discovered something very interesting about them: music fans only need to hear one note to recognize their favorite songs. In the very first second of the track, they already know what it is.
So, more than just using music to engage them in a traditional way, we saw an opportunity to prove that we truly understand these fans by naturally fitting into their content.
And that's exactly what we did. We launched a 1-second campaign featuring just the first notes and beats of the world's most iconic songs. And then challenged all the fans to guess them.
A message that only true music lovers would be able to get. And no one would be able to skip.
Results
The One-Second Ads campaign not only showed music fans that Budweiser is the beer for them—it proved that Budweiser is the beer that truly understands them.
We achieved 119% more views than the benchmark and generated over 68 million impressions in just the first two weeks after launch. Music fans didn’t just comment and engage with the posts—they shared the ads on their own social media to prove they could guess all the songs.
It was the biggest 1-second campaign ever.
We achieved 119% more views than the benchmark and generated over 68 million impressions in just the first two weeks after launch. Music fans didn’t just comment and engage with the posts—they shared the ads on their own social media to prove they could guess all the songs.
It was the biggest 1-second campaign ever.
2025 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Africa Creative / São Paulo
Client / Brand
Budweiser / Sao Paulo
Art Director
Maicon Gomes
Associate Creative Director
Guilherme Portugal
Copywriter
Lucas Alcorta
Creative Director
Hélio Maffia
Yllo Pedra
Editor
Fernando Ávila
CCO
Sergio Gordilho
Co-CCO
Nicholas Bergantin
ECD
Rodrigo Barbosa
Approved by
Daniel Wakswaser
Mariana Santos
Client Service
Ana Carolina Andrade
Cindy Fujii Matsu
Carlos Barnabé
Vitória Silano
co-COO
Heloísa Pupim
Content
Catarina Carvalho
Content Leads
Gustavo Stevanato
Victoria Freitas
Creative Content
Juliana Leite
Creative Producers
Giovanna Lima
Lais Cattena
Raquel Martins
CSO
Ana Kuroki
Intern
Marina Rabello
Media Team
Thiago Martinez
Renan Soares
Bruna Morales
Caio Freitas
Giovana Barreto
Motion
Diego Oliveira
Felipe Macedo
Planning
Pedro Fernandes
Wes Gagliano
Production Assistant
Valentina De Luca
Production/RTV
Rodrigo Ferrari
Tais Olhiara
Nathalia Trindade
Project Manager
Theo Etlin
Special Projects Director
Lica de Souza
VP Content
Patricia Colombo
VP Media
Pedro Eustachio
VP of Special Projects and Creative Content
Juliana Leite
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