Bud Light Unveils First Ever Super Bowl Sunday Original Spanish-Language Spot
The Bud Light Party campaign will be in full swing this Sunday during Super Bowl, with Bud Light announcing today a new Spanish-language spot – “Voto” – that will feature actor Michael Peña and air during the broadcast of the big game on ESPN Deportes. Alongside The Bud Light Party spot centering on the comedic duo of Amy Schumer and Seth Rogen, this marks the first time that Bud Light has launched both English-language and Spanish-language spots on Super Bowl Sunday, and the first time that Bud Light has aired an original Spanish-language spot during Super Bowl Sunday.
Michael Peña is joining Amy Schumer and Seth Rogen as part of The Bud Light Party to unite modern beer drinkers, put their differences aside, and agree to agree on Bud Light. This new campaign from America’s most inclusive beer brand celebrates bringing people together, no matter what language they speak, for fun over a beer.
The Bud Light Party is the first campaign to bring to life Bud Light’s new “Raise One to Right Now” tagline, designed to provide a unique and light-hearted Bud Light perspective on timely cultural moments – starting this weekend with Super Bowl 50.
For more information about Bud Light, visit www.BudLight.com or follow the conversation on social media with #BudLightParty.
Michelob ULTRA Makes Strong Return to Super Bowl with “Breathe,” Directed by Antoine Fuqua
America’s fastest growing beer uses America’s biggest advertising stage to boldly announce its 2016 brand platform: “Brewed for Those Who Go the Extra Mile”
NEW YORK (Feb. 4, 2016) – Michelob ULTRA, the fastest growing beer brand in the country, will lead Anheuser-Busch’s advertising charge on Super Bowl Sunday by airing “Breathe” in the coveted A1 position following kickoff. To set the tone for the game (and ads) to follow, the 30-second spot by FCB Chicago will bring the energy and dedication of the Michelob ULTRA drinker to life through the vision of acclaimed action film director and fitness enthusiast Antoine Fuqua.
“Breathe” highlights the many ways that Michelob ULTRA drinkers put in the effort to live an active, balanced life, in a disruptive, grittier style that people haven’t seen before in the brand’s previous marketing. The spot also debuts Michelob ULTRA’s new tagline and 2016 brand platform, “Brewed for Those Who Go the Extra Mile,” which conveys the idea that enjoying a beer socially and living an active life don’t need to be mutually exclusive. This is the brand’s first Super Bowl appearance since 2010.
“We know that Michelob ULTRA drinkers exercise regularly and still make time to have a social life,” said Edison Yu, Vice President, Michelob ULTRA. “Doing this isn’t easy, especially with so many other demands, so we made ‘Breathe’ to celebrate those who put in this extra effort and choose a beer that they can enjoy without sabotaging their hard work.”
In addition to “Breathe,” Michelob ULTRA and Antoine Fuqua teamed up for another 30-second spot that will air during the Super Bowl only if the game goes into overtime. This additional high-energy spot will also air throughout the first part of 2016 and be part of an integrated marketing campaign rooted in the effort it takes to live an active, balanced life.
“I love the idea of getting into the head of the everyday athlete—the person who wants to do their best and be their best,” said Fuqua. “I tried to capture this person’s perseverance, resilience, focus, and how Michelob ULTRA fits into their everyday life.”
Celebrating the active life has been central to Michelob ULTRA since its launch in 2002. This differentiated positioning has accelerated Michelob ULTRA’s growth, making it the fastest growing beer in the industry in 2016. And with just 95 calories, 2.6 carbohydrates, and an exceptional taste, Michelob ULTRA is the superior light beer that doesn’t undo all the hard work our drinkers put in every day.
For more on Anheuser-Busch’s involvement in Super Bowl 50, visit newsroom.anheuser-busch.com/superbowl2016.
Budweiser and Helen Mirren Put Drunk Driving on Notice in Bold New Super Bowl Campaign
Beer Industry Leader Taps Award-Winning Actress to Start a Movement and Make People Take Personal Responsibility for Not Driving Drunk
NEW YORK (Feb. 2, 2016) – Budweiser is using the bright lights of advertising’s biggest stage—Super Bowl 50—to take on drunk driving in an unexpected, unorthodox and powerful way. To spark conversations about this vital issue on one of the biggest drinking occasions of the year, the brand has called upon actress Helen Mirren, with her mix of gravitas and charm, to demand that beer drinkers make a plan to get home safely. “Simply Put,” Budweiser’s new 60-second spot by Anomaly, stands apart from the typical drunk driving PSA by forcefully calling out drivers to #GiveADamn and protect their lives and the lives of others, in a tone that only Mirren can deliver.
Budweiser and Anheuser-Busch have a strong and proud history of promoting responsible drinking over the past 30 years, and the “Simply Put” movement goes far beyond just advertising. To encourage fans to find safe rides home on game night, Budweiser created StandWithBud.com, which provides people with the most convenient transportation options based on their locations, from taxis to car services (including discount codes where permissible). StandWithBud.com also invites people to take a pledge to #GiveADamn and not drive drunk on Super Bowl Sunday, then share their commitment on social media using Mirren’s brazen tone.
For each use of campaign hashtag #GiveADamn through 11:59 p.m. ET on Sunday night, Budweiser will spend an additional $1 on safe ride home programs (up to $1 million) in 2016. The hashtag also triggers an eye-catching Twitter emoji that will facilitate additional shares of the campaign message.
“We can all agree that driving drunk is a very bad idea, yet people still do it. If we’re able to make one person think twice and not get behind the wheel, then this campaign has done its job,” said Brian Perkins, vice president, Budweiser. “We care about our consumers, and we wanted to address the issue differently than anyone ever has before, in an effort to start as many conversations as possible and get people to make a plan.”
During the game, Budweiser will debut an additional 30-second spot by Anomaly titled “Not Backing Down,” which will unapologetically celebrate all the things that make Budweiser America’s No. 1 full-flavored lager. The spot will show the Budweiser Clydesdales in a new light, highlighting their strength, power and size as symbols of the hard work and care that goes into brewing Budweiser. “Not Backing Down” is the 27th Super Bowl ad to feature the Budweiser Clydesdales.
# # #
Anheuser-Busch and Responsible Drinking
Over the past 30 years, Anheuser-Busch and its wholesaler partners have invested more than $1 billion in the U.S. to promote alcohol responsibility. This includes connecting with millions of fans each year through partnerships with major league sports, music festivals and other marquee events. Through Anheuser-Busch’s Safe-Ride Home programs, the company has provided more than 2.8 million rides from bars and restaurants since 1989. Also, in partnership with AAA, Budweiser’s “Tow to Go” program has removed more than 24,000 impaired drivers from the road over the past two decades.
Through its new Global Smart Drinking Goals, Anheuser-Busch has committed to investing a billion dollars in marketing campaigns globally to influence social norms and change behaviors to measurably decrease harmful alcohol use over the next 10 years. In addition, Anheuser-Busch’s new global initiative Tackle Impossible will create breakthrough solutions to reduce drunk driving accidents and champion designated driving.
Shock Top Set to Make Big Game Debut with Unfiltered Campaign Featuring T.J. Miller (T.J. Miller Edit Version)
The Bud Light Party Announces Its Candidacy to America
New Campaign Featuring Amy Schumer and Seth Rogen Will Bring Beer Drinkers Together to Raise One to Right Now
NEW YORK (Jan. 22, 2016) – The Bud Light Party steps onto the national stage today with a mission to unite modern beer drinkers. The new campaign from America’s most inclusive beer brand will celebrate bringing people together – for fun – over a beer. The Bud Light Party is the first campaign to bring to life Bud Light’s new “Raise One to Right Now” tagline, designed to provide a unique and light-hearted Bud Light perspective on timely cultural moments – starting with Super Bowl 50.
Right now there is nothing more timely or talked about than the presidential election. At a time when debates get heated and “unfriending” is at an all-time high, The Bud Light Party offers something everyone can agree on. A party that invites everyone. A party that knows how to party. A party that isn’t a political party at all.
Leading this humor-based campaign is comedic duo Amy Schumer and Seth Rogen – the faces of The Bud Light Party. Starting with a Super Bowl ad and continuing in national broadcast and digital creative throughout the year, Schumer and Rogen will rally beer drinkers to put their differences aside and agree to agree on Bud Light.
“This is more than just a Super Bowl ad,” said Bud Light vice president Alexander Lambrecht, “it’s a completely new communication of what Bud Light stands for – inclusivity, positivity and fun. The Bud Light Party allows our brand to live in the right now.”
The campaign – created with Wieden+Kennedy New York – is the culmination of a larger effort underway to evolve the way Bud Light looks, acts and connects with modern consumers.
“Bud Light occupies such a unique place in American culture. We embraced the opportunity to work together on connecting the brand to beer drinkers in a way that’s definitely uncharted, but still very true to the brand,” said Wieden+Kennedy New York executive creative director Karl Lieberman. “With ‘Raise One to Right Now,’ Bud Light opens up real conversations with beer drinkers about the things that matter to them most.”
In December, the brand announced its plans to roll out a bold new look this spring. This redesign – the first major overhaul of Bud Light’s visual identity in eight years – includes a reimagined Bud Light logo and contemporized primary and secondary packaging. The new bottle design is featured prominently throughout The Bud Light Party campaign.
For more information about Bud Light, visit www.BudLight.com or follow the conversation on social media with #BudLightParty.
Advertising Lineup for Super Bowl 50
Budweiser, Bud Light, Shock Top and Michelob ULTRA to air new creative spots
NEW YORK (Jan. 15, 2016) – Anheuser-Busch announced today that it will return to the Super Bowl as the exclusive category advertiser for the 28th year in a row. On Sunday, Feb. 7, the brewer will use the world’s most prominent advertising stage to spotlight Super Bowl veterans Budweiser and Bud Light, along with first-time Super Bowl advertiser Shock Top and returning Super Bowl advertiser Michelob ULTRA.
Anheuser-Busch is scheduled to have three and a half full minutes of advertising in this year’s game, including the A1 spot immediately following kickoff.
“People have come to expect groundbreaking creative from our brands during the Super Bowl, and this year is no exception,” said Jorn Socquet, vice president, U.S. marketing at Anheuser-Busch. “A powerful Super Bowl ad can set the tone for a brand’s performance throughout the following year and beyond, and we’ve made significant investments to ensure that this year’s spots will connect with fans in new and unexpected ways.”
A stalwart of the Super Bowl stage, Bud Light – the Official Beer of the NFL – will continue its more than 30-year Super Bowl advertising tradition, and Budweiser, an iconic in-game advertiser since its first Super Bowl appearance in 1975, will also return. Shock Top will make its Super Bowl advertising debut, and Michelob ULTRA will return with its first Super Bowl spot since 2010. Anheuser-Busch’s Super Bowl advertising legacy also includes 14 Ad Meter wins since the award began in 1989 – the most of any advertiser.
Several of Anheuser-Busch’s commercials and campaigns will be pre-released prior to the CBS broadcast on Feb. 7. Fans should check each brand’s social media channels leading up to the game for details.
For more on Anheuser-Busch’s involvement in Super Bowl 50, check back for news, high-res images and video links that will be continuously added throughout the Super Bowl season.
Media: For a recap of Bud Light’s Super Bowl 50 activities and to view photos from the events, please click here.