Budweiser’s new campaign “Made for Music” launches in 85 countries today, featuring Jay-Z and Rihanna carefully dispersed amidst other artists including an ice sculptor and street art painter. Jay-Z’s ad is backed by his song PSA, while Rihanna’s features her newest single, “Right Now.” Both spots are directed by Mark Romanek (Never Let Me Go, Bee Season) and each closes with inspirational words from Bud: “It begins and ends with what you make.”
Made for Music was inspired by the Budweiser Made in America Festival which debuted in Philly last year and Jay-Z headlined. This year, Beyonce and Nine Inch Nails will take the marquee billing over Labor Day Weekend.
Jay and RiRi’s ads are mildly inspiring with their filmic, black-and-white “creative spirit.” After the Samsung deal, Jay-Z’s authenticity feels slightly compromised, but both he and Rihanna are still solid examples of hard-working performers. The scenes are nothing new–star reads in the car, star makes decisions with sweeping hand motions, star stands triumphant as the lights go down–so I wouldn’t mind a bit of original dialogue, but all in all these spots do the job. Time to turn up Magna Carta Holy Grail and channel HOV’s productivity.
Credits after the jump as well as clips from our interview last year with Translation CEO Steve Stoute on his agency’s relationship with “the king of beers.”
Dreams are Made
Client name: ABInBev
Brand: Budweiser
Spot Name: “Dreams Are Made” (JAY Z / Rihanna)
Air Date: Jul 15, 2013
Agency: Translation
GCD: Chris Valencius & Jon Graham
ACD: Nate Virnig
ACD: Paul Roberts
Senior Writer: Jeremy Straight
Music Track: JAY Z: “PSA” / Rihanna: “Right Now” featuring David Guetta
Director: Mark Romanek