A-B Shifts NHL Line

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Anheuser-Busch has changed course with its Bud Light campaign for the National Hockey League. The St. Louis brewer has put its long-running Bubble Boys on hiatus, replacing them with a group of human hockey fanatics.

A new campaign fashioned by Chicago agency Fusion Idea Lab broke earlier this month and will run through the rest of the hockey season, which ends in June.

A pool of 30-second spots center around a group of hockey fans who sport mullet haircuts and hockey jerseys and live in a fictional northern town called Hockey Falls, according to Tom Renaud, Fusion’s director of business and client services.



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in