Kenny G might not have been associated with a beer brand before, but now the smooth jazzer is larger than life in a new regional Super Bowl spot for Busch Light.
Busch Light has been playing up its outdoor cred lately, and this spot cements that by reviving the 1979 jingle, “Head for the Mountains,” that made it popular. In a hero spot, two men are spending some quality time in nature when one offers the other a Busch Light and states that whenever someone opens a Busch Light the mountains start singing. True to form, the man opens his can and a cast of mountain-friendly singers launch into the signature jingle, eventually handing a solo to Kenny G and his soprano saxophone. As the men listen to the solo, one remarks, “so smooth,” referring to both the solo and the beer.
“More than 40 years ago, ‘it’s cold and it’s smooth, and it’s waiting for you’ launched Busch Light’s jingle into the hearts and minds of beer fans,” Daniel Blake, group vp, Budweiser & Value at Anheuser-Busch, said in a statement. “And when the time came to revive that iconic jingle, there was only one person smooth enough for the job, American jazz saxophonist and one of the best-selling artists of all time, Kenny G. We can’t wait for Busch Light fans to see their favorite beer show up on one of the biggest days in sports.”
A 30-second version of the spot will be airing in 41 markets during the Super Bowl. “In scale, this is a national effort for Busch Light, but we’ve just dialed into the strongest markets that the brand resonates the most in,” Blake told Adweek.
It’s the first time Busch Light will have a presence in the game in five years. The ad was created by The Martin Agency.
“Busch Light is about smoothness and refreshment and, if you’re familiar with my work, it should be pretty clear why this partnership works so beautifully,” said Kenny G in a statement. “For this project, we tapped into the Busch Light archives and came up with a really energetic reprise of ‘Head for the Mountains.’ I’m excited for the fans to hear my sax on it and hope they can enjoy the spot with a cold Busch Light in hand on game day.”
Fans can also score prizes courtesy of Busch Light by tweeting @buschbeer using #mountainofbusch #sweepstakes.