Anheuser-Busch InBev brand Bud Light unveiled a teaser for its big game ad from W+K, the agency’s first for the brand since winning creative duties from BBDO in July, which will feature celebrity comedians Amy Schumer and Seth Rogen schilling for the American light adjunct lager.
The spot shows Rogen and Schumer suiting up, with an entirely predictable role-reversal joke, before the pair puts on pins saying “The Bud Light Party.” They then ask each other if they’re ready, both replying in the affirmative. Clearly the brand is hinting at some type of light political humor in the ad, taking advantage of the momentum of an election year to help the flagging brand. But the duo’s involvement will stretch beyond the big game ad, with the politically-themed campaign running through November. While they will remain the focus of the campaign, they will be joined by other celebrities, including Ronda Rousey and Michael Pena. “The Bud Light Party” also introduces an (unfortunate) new tagline, “Raise one to right now,” and a packaging redesign, the brand’s first in eight years, from design firm Jones Knowles Ritchie, which is clearly visible in the teaser.
“Obviously the most talked about thing for the year will be the election, and that’s how we came up with the whole campaign I.D. of ‘The Bud Light Party,'” Bud Light vice president Alexander Lambrecht told Adweek. “Now, we want to be very, very clear that we are not a political party. We absolutely have no intention to be. We are creating ‘The Bud Light Party’ as a brand platform.”
Thanks for clearing that one up: we guess Guy Fierri won’t be entering the presidential race after all.
“Who is a better representation of the humor that is incredibly relevant right now than Seth and Amy?” asked Lambrecht. “So when W+K presented the first articulations and creative expressions of the campaign, Seth and Amy were on the top of the list because they are very current, relevant, very real. They stand out because they have a very outspoken and unique style and people love them.”
“What we like about it is that the ‘Right Now’ captures consumers’ desire to live in the moment, as well as ‘Right Now’ is that opportunity for people to write their own future and create their own future,” he added, about the new tagline. “And obviously the ‘Raise One’ speaks to the social, inclusive nature of the category and, most importantly, of the brand.”