Bud Light's New Gay Marriage Spot Gets Assist From Ellen
Bud Light has partnered with Ellen DeGeneres to launch a new ad today in support of gay marriage. "Gay weddings, they are just like any wedding," Seth Rogen says in the spot, which shows a wedding between two males. The ad also features Amy Schumer. The two comedians have been starring in the politically themed "Bud Light Party" campaign that broke earlier this year.
The spot, by Wieden & Kennedy, will run on broadcast TV tonight in California and New York, where it will also get paid digital support. The biggest boost will likely come from Ms. DeGeneres, who tweeted it today to her more than 60 million followers as part of a paid integration.
Her Facebook page has more than 24.7 million likes. The "Ellen DeGeneres Show" posted the spot on its YouTube channel this morning, where it already had 70 comments as of 11 a.m. ET.
Bud Light has also erected rainbow-lit billboards in New York and California. The brand's media agency is MediaCom.
The spot, called "Weddings," was released in conjunction with the June 1 start of LGBT Pride month. June also marks the one-year anniversary of the Supreme Court decision on June 26 that legalized gay marriage nationally. The brand also chose to release the spot in June because it is a big month for weddings of all kinds. Bud Light previewed the spot with gay rights group GLAAD, with which it has a longtime partnership, according to a spokeswoman.
"The 'Bud Light Party' champions inclusivity among modern beer drinkers and bringing people together—for fun—over a beer," Alex Lambrecht, U.S. VP for Bud Light at Anheuser-Busch InBev, said in a statement. "By featuring Seth and Amy at a same-sex wedding, we're showing how all weddings – regardless of who is getting married – share many similarities and moments to celebrate. We created this spot because equality for all Americans is a concept that unites many Bud Light drinkers."
The "Bud Light Party" ads are part of a broader campaign called "Raise One to Right Now" in which Bud Light is seeking to inject itself into timely cultural moments. Forthcoming spots this summer are expected to play on themes such as equal pay for women.