Busch Reminds a Small-Town Family What Their Dad Really Wants for Father’s Day

The Grays got quite a few reminders to pick up their dad's gift

Throughout the two-minute spot, viewers see that practically every inch of the town is painted with Busch’s reminders to Joe’s children.
Headshot of Diana Pearl

What does dad want for Father’s Day? If you’re Joe Gray, father of three living in Cherry Valley, NY, the only thing on your list is a can of Busch.

In Busch’s Father’s Day campaign, the beer company decorates the town of 1,200 with banners, posters, yard signs and fliers, reminding Joe’s three children—Kim, Scott and Justin—to pick up a six-pack of beer for their dad on Father’s Day.

“Scott, Dad has enough socks. Get Busch instead,” one sign reads. Another says: “Justin, Dad wants to have a cold one with you.”

Throughout the two-minute spot, viewers see that practically every inch of the town is painted with Busch’s reminders to Joe’s children. And Cherry Valley residents, all of whom know Joe, talk about what a great guy he is, and why a case of beer would make the perfect gift for him.

“I’ve run into him a number of times, and a couple of those times he’s had a beer in his hand, so,” said Father Kyle, standing outside his church and in clad in his vestment. “Of course, I did too.”

The spot, created by Deutsch, ends with Joe’s children buying a few cases of beer for their dear old dad, followed by a simple message appearing on the screen: “Joe’s getting what he wants for Father’s Day. Give your dad what he wants. A beer. With you.”

Daniel Blake, senior director of value brands at Anheuser-Busch, said that having Joe in the ad is a perfect hit, as he’s the personification of “everything Busch stands for.”

“He’s loyal, hard-working and dedicated to his family,” Blake said. “Fathers like Joe deserve the best possible gift on their special day. We just wanted to point his family in the right direction so that they could show Joe how much he means to them.”

Deutsch Creative Credits
Busch 2018 Father’s Day Campaign

Deutsch Office: New York
Creative Credits:
Chief Creative Officer: Dan Kelleher
Executive Creative Director: Jeff Vinick
Creative Director: Heather English
Creative Director: Marques Gartrell
Associate Creative Director: Paul Eliker
Associate Creative Director: Carla Butwin
Director of Integrated Production: Joe Calabrese
Producer: Lauren Pfahler
Director of Integrated Business Affairs: Maria Taris
Group Director, Integrated Business Affairs: Stacy Schwartz Sr. Business Affairs Manager: Dawn Doumeng
Chief Strategy Officer: Matt Baker
Planning Director: Andrew Quay
Sr. Strategist: Rachel Gruber
Project Manager: Ashley Heisner
Account Director: Andrew Arnot
Account Supervisor: Madalyn McLane
Asst. Account Executive: Taylor Jerome

Client, Client Contact:
NA Marketing: Marcel Marcondes
Value and Beyond Beer Brands: Chelsea Phillips
Director, US Value Brands: Daniel Blake
Sr. Brand Manager and Digital Brand Manager: Conor Mason

Production Company: Steelhead
Director: Joe Pernice and Jeff Morgan
Director of Photography: Thomas Petersen
Production Sound Mixer: Miliken Gardner
Executive Producer: Jeff Morgan

Editorial Company: Steelhead
Editor: Juan Guzman
Asst. Editor: Erik Skattum Producer: Samantha Addy Executive Producer: Jeff Morgan


Colorist: Juan Guzman

Original Music: Pulse Music
Music by: Charles Humenry, Adam Miele, and Dan Kuby Exec Producer: Dan Kuby

Audio Post Company: Steelhead
Mix Engineer: Juan Guzman Producer: Sam Addy
Executive Producer: Jeff Morgan

@dianapearl_ diana.pearl@adweek.com Diana is the deputy brands editor at Adweek and managing editor of Brandweek.