Rainer Beer invented it — that yummy, branded sonic hook. As a Seattle kid in the ’80s, it hooked me on advertising:

“Raaaaiiiii-neeeerrrr‑Beeeer.”

Years later, Budweiser brought it back with some famous frogs:

“Bud.” “Wise.” “Errr.”

Then one day at Deutsch LA, Team Chevy needed a brand spot to run after every NASCAR victory.

Chevy race cars… What could that sound like?