Deutsch New York Takes Humorous Approach in Big Game Spot for Busch

By Erik Oster 

This August, A-B InBev appointed Deutsch as lead creative agency for its Busch brands, which includes Busch, Busch Light and Busch Ice, without a review.

Now Deutsch New York has unveiled its 30-second Super Bowl spot for the brand. The spot, which will run during the first quarter, introduces the brand’s new spokesperson, the Busch Guy. Taking a humorous approach, the ad places the character into a well-worn beer advertising scenario (standing by a mountain stream) before making it clear the brand is in on the joke.

“He is really a representation of the brand, and later in the year, you’ll see him interact more with consumers, if you will, in other TV advertising,” Chelsea Phillips, senior director of value brands at Anheuser-Busch, told Adweek. “And we really just want to have some fun with him. Obviously, he’s got some great facial expressions, as you’ll see coming up, and it’s a good runway for us. And he’s a good spokesman to do it.”

“We’re excited to be reintroducing Busch to the country at the Big Game,” added Deutsch New York CCO Dan Kelleher, in a statement. “The creative, shot by director Harold Einstein, pays homage to the classic elements of Busch advertising while putting a fresh, comedic spin on it for today.”


Agency: Deutsch
Agency Office: New York
Creative Credits:
Chief Creative Officer, North America: Pete Favat
Chief Creative Officer: Dan Kelleher
EVP, Executive Creative Director: Jeff Vinick
Associate Creative Director: Matthew Moyer
Associate Creative Director: Jeff Kopay
Director of Integrated Production: Joe Calabrese
Sr. Producer: Shane Smith
Copywriter: Jim LeMaitre
SVP, Director of Integrated Business Affairs: Maria Taris
VP, Group Director, Integrated Business Affairs: Stacy Schwartz
VP, Integrated Business Affairs: Jaymie Lipman
Sr. Strategist: Sidney Henne
Project Manager: Sean Gilleylen
SVP, Account Director: Andrew Arnot
Account Supervisor: Joey Ricci
Asst. Account Executive: Mick Potthast

Client, Client Contact:
US Vice President of Marketing: Marcel Marcondes
Sr. Director, US Value Brands: Chelsea Phillips
Sr. Brand Manager: Daniel Blake
Sr. Associate Brand Manager: Rob Chester
Associate Manager, Content and Media: Margot Weiss

Production Company: Dummy
Director: Harold Einstein
Executive Producer: Eric Liney

Editorial Company: Arcade Edit
Executive Producer: Sila Soyer
Producer: Fanny Cruz
Editor: Dave Anderson
Asst. Editor: Sam Barden
Flame Artist: Tristian Wake
Flame Assistant: Mark Popham

Telecine: Company 3
Sr. Producer: Rochelle Brown
Sr. Colorist: Tim Masick

Post/VFX Production Company: NTropic
Executive Creative Director: Nate Robinson
Creative Director | Lead Flame: Simon Mowbray
Managing EP/ Dir. of Business Dev.: Michael Bennett
Executive Producer: Michelle Hammond
Producer: Kirsten Collabolletta
Flame Artist: Gurvand Tanneau
Flame Asst.: Jerome Knight

Music/Licensed Music Tracks: APM Music
Track: My Story Begins 60

Audio Post Company: Sonic Union
Producer: Pat Sullivan
Mix Engineer: Paul Weiss
Studio Director: Justine Cortale