Louie & Frank the Lizards - Two swamp lizards introduced in 1998 during Super Bowl XXXII ad spots created by San Francisco based ad agency Goodby, Silverstein and Partners.  Entitled "Budweiser's Bad Day To Be A Frog", the ad spots debuted Louie and Frank, the Budweiser Lizards, a pair of green-with-envy speaking lizards who contemplated rubbing out their amphibian competitors, the Budweiser Frogs. The 1999 Super Bowl XXXIII continued the frog-hating adventures of Louie & Frank in a series of three ads spots, one of which showed the frogs "literally" giving Louie the lizard a tongue lashing (as payback for the lizards plan to electrocute the Bud-weis-er frogs).  Frank and Louie later  teamed with a ferret who communicated in short, muffled squeaks.

Copywriter Steve Dildarian, 29, and art director Todd Grant, 36 at Goodby, Silverstein and Partners were responsible for most of the lizard TV and radio spots.  According to USA Today (Dec, 28, 1998) "Every day I wake up and say, 'OK, what's Louie going to say today?' It's like writing for a sitcom," says Dildarian, who takes on Louie's high-pitched, edgy cadence when he reads scripts he has written for the lizards. "We're not selling the beer; we don't talk about the product -- all the typical rules of advertising are out the window. We're trying to sell the personality of the beer. The lizards are like the typical Budweiser-drinking guys hanging out at a bar, talking about life."