the beginners guide to wazzup!
Whassup? Stardom for 4
http://www.phillynews.com/inquirer/2000/Mar/17/business/BUD17.htm
Boyhood friends turn street talk into advertising success.
By Karen Heller
INQUIRER STAFF WRITER
Sometimes, though not often, a career is made in a matter of minutes: 2 minutes and 10
seconds to be exact. Rarer still, but true in the case of Charles Stone 3d, that career can be
reduced to one word: Whassup?, uttered loudly, exuberantly with tongue hanging, the "p"
silent.
Stone, Wynnefield-raised and Central High-educated, directed and stars in the hit Budweiser
beer ad campaign that features four young African American men, Philadelphia friends, doing
nothing - honestly, nothing - but "watching the game, drinking a Bud." The first guy who
picks up the phone in the round-robin bonding ritual? That's Stone.
The Bud commercials have set afire his career, as well as the careers of his buddies, Paul
Williams, Fred Thomas Jr. and Scott Brooks, the latter two still city residents. The Whassup
guys have been to the Grammys, basketball's All-Star Game, Mardi Gras. They're the hippest,
best-paid couch potatoes. Well, not Stone, 33, a Rhode Island School of Design graduate who
lives in Brooklyn. He's busy working on his first feature film, to be shot in the spring.
The ads, which were rolled out on sports telecasts, have had such sweeping appeal that they
have aired during Ally McBeal, that saga of upper-class white angst, and "whassup" has appeared on the cover of Forbes. The four ads
have been parodied on the Internet and on Saturday Night Live. Five more ads have been shot to air later this spring.
Plot twists? "We get out of the house" is all the guys say.
"It takes black vernacular and idiom, and shows how marketable they are," says Michael Eric Dyson, a DePaul University professor and
authority on hip-hop culture. "It shows how, when it's done well, things like this have universal appeal without giving up their blackness. . .
. Usually, in order to be American and universal, you have to bleach your blackness. Here, they're wearing it as a badge of honor. They're
being self-parodying, which is always a winning formula."
Everywhere the four travel, whassup is sure to follow. "You're going to take this to your grave," Spike Lee told Stone at a Knicks game.
Doesn't bother him. Doesn't bother any of them. They've got cash in the bank, Bud in the fridge, calls on the phone.
A veteran director of music videos (four with Philadelphia's The Roots), Stone made "True" two years ago to show ad agencies. Inspired
by his friends since high school, he shot two minutes and 10 seconds of crosstalk among "guys appearing to say nothing at all but saying
everything, the camaraderie of a total understanding that men truly have something significant to say within the grunts." It was such a hit
with the brass at Anheuser-Busch Cos. that they asked Stone, basically, to shoot a 60-second version - with beer, without the expletives.
"We looked past the color of the guys to the situation of guys being guys, and the communication between friends," says David English,
an Anheuser-Busch vice president. "We were completely taken by surprise. . . . This has literally become a part of the vernacular." So
much so that Frank and Louie, the Budweiser lizards, are on hiatus.
Stone auditioned 240 people, a racial stew of actors, then ended up using his friends, who had to audition to play themselves. Williams, a
32-year-old actor, is from West Oak Lane, went to the High School for the Creative and Performing Arts and Temple University and lives
in Harlem. Thomas, 30, a filmmaker with Big Picture Alliance who still lives in South Philadelphia, went to St. John Neumann High
School, Lincoln University and Temple grad school for film. And Brooks, known to the Bud-viewing world as "Dukie," grew up in West
Philadelphia, graduated from West Catholic High School and La Salle University, lives in Old City and is a bouncer at Brazil's, a club at
Second and Chestnut. He gives his age as "forever young."
"Everyone has friends they call on the phone," says Brooks. "It doesn't matter what color the guys are, people relate to them."
"This is us. It's just exaggerated," says Thomas, who has read for roles in two sitcoms.
"When we were young," says Williams, who is talking development deals, "we always said, 'This could be a movie.' "
Or a really successful series of commercials.
see also:
http://www.budweiser.com/whassup/
http://homepage.mac.com/fvjohnson/imovie2.html