Californians get a lot of crap for gratuitous use of “dude.” But “dude,” like “snow” for Eskimos, is actually really expressive. (Also, when you’re frustrated and all sputtery, it feels so much better to go, “…dude” than “FUCKFUCKFUCK!”)
Don’t believe me? Ask Bud Light. Once convinced, bear thyself hence and answer the call of dude.
The Dude Madness website — linked above — lets you make a “DUDE” call, which is when your friend picks up the phone and hears “DUUUDE,” then gets a text that reveals its meaning. But trust me. If you do the “dude” right, they won’t need the text.
The dudes responsible: AtmosphereBBDO and DDB Chicago for the TV spots. The ad: great for “dude” in all its glory, but I’ll probably forget it was for Bud Light when I use this story for bar fodder.
