AdAge
Budweiser thinks its latest line extension, Bud Light Golden Wheat, is not ready for prime time. At least for this Saturday night.
For the first time in the 35-season history of “Saturday Night Live,” an advertiser is buying all the national ad time in the broadcast of the venerable late-night comedy show. As the Oct. 17 program moves into ad breaks, viewers will see segments entitled “Backstage with Bud Light Golden Wheat,” which will feature a series of never-before-aired clips from “SNL” throughout the years. Ad breaks will also include highlights from live “SNL” viewing parties held in Chicago, Los Angeles, New York and Philadelphia that will be “hosted” by Bud Light Golden Wheat.
In all, eight to nine minutes of Anheuser’s commercial time will be devoted to content that makes use of “SNL”-related material, said Lorne Michaels, the show’s longtime executive producer. More…