Anheuser-Busch has made a move in tackling under-age drinking with the launch of an ad featuring the hip-hop artist Nelly. The campaign concerns the role parents play in helping teens make responsible decisions not to drink.

Created by DDB Chicago the "Who am I?" ad, which is screened for the first time today (18 May), plays on the fact that parents watching may not recognise him, so he appears humorously at first as a chef, a boxer, and a golfer. When it emerges who Nelly really is, he reminds parents: "Your kids are your biggest fans, so talk with them about underage drinking."

"Underage drinking is a serious issue, and working with parents to address this problem is the responsible thing to do," Nelly said. "It's very important for parents to talk with their children about everything, and underage-drinking prevention is definitely one of those things you need to jump on early."

According to a survey of US teens contained in the 2004 Roper Youth Report, some 75% of 13 to 17 year-olds said their parents were the primary influence in their decisions about whether or not to drink alcohol.

"We're very excited to work with a music star like Nelly to help focus attention on the power parents have in preventing teens from drinking," said John Kaestner, vice president of consumer affairs for Anheuser-Busch Cos. "Responsibility matters, and we want to encourage parents to remind their teens that underage drinking is not only wrong, it's against the law."

The Nelly campaign is AB's third responsibility ad this year, following an underage-drinking prevention spot featuring company chairman August A. Busch III in January and a designated driver campaign with Cedric "The Entertainer" that aired during the Super Bowl in February.