Bud Light (Almost) Moves from Gay Marriage to Transgender Rights in Latest Campaign

By Patrick Coffee 

Bud Light seems to have settled on an “avoid discussing the product itself” marketing strategy.

The latest ad in an ongoing series created by Wieden + Kennedy and starring Seth Rogen and Amy Schumer delves into “labels,” even very lightly touching on the fluidity of gender identity … which we hear is a hot topic in some corners of The Internets.

It doesn’t really mention beer beyond snarking on the fact that the only reason Rogen and Schumer are participating in this campaign in the first place is to help sell more of the stuff.


But at least they don’t discriminate. As long as you’re into Bud Light, nothing else matters.

Beer should, indeed, have labels. And people should read them. Just the other day we accidentally bought an ale with 3.5% alcohol content, and wow were we disappointed when we got home from the store because it tasted like bad fizzy water.

That said, it looks a whole lot like Bud Light is doubling down on the “throw everything at the wall and see what sticks” strategy. This spot is very much in keeping with the same-sex marriage ad that ran earlier this summer. Ellen shared it for the crucial earned media portion of the campaign, and one AB InBev executive told Adweek, “The Bud Light Party champions inclusivity among modern beer drinkers and bringing people together—for fun—over a beer … We created this spot because equality for all Americans is a concept that unites many Bud Light drinkers.”

With all due respect to agency and client, we have no idea where this campaign is going or why it would convince the growing number of consumers who would rather drink something other than Bud to reconsider.

We do know exactly what would make us buy some Buds, though: a “6 for $6” bucket-type deal at the neighborhood dive bar. Hell, even 6 for $12 would be OK. This is New York City, FFS.