Bud Light has enlisted NFL legends Peyton Manning and Emmitt Smith to kick off what the brand is calling its biggest Super Bowl ticket giveaway ever.

In a new ad released on YouTube today, Manning buys a round of Bud Light cans for a crowded bar and distributes them using his quarterback’s arm, turning bar patrons into wide receivers including one who encounters Emmitt Smith’s impromptu referee act. The ad, called “Easy Rounds” from Anomaly, is set to run in 30- and 15-second versions leading up to the Super Bowl on Feb. 11 in Las Vegas. The brewer did not immediately disclose media buy details.

An Anheuser-Busch InBev spokesperson said the company would announce its Super Bowl ad plans at a later date. The NFL playoffs begin on Jan. 13.

The push comes as Bud Light continues to look for a way out of a severe sales slump brought on by the Dylan Mulvaney controversy that began last spring. Parent AB InBev has been relying on football, particularly Bud Light’s status as the official beer of the NFL, to help turn the tide. The new ad continues the “Easy to Drink, Easy to Enjoy” brand platform established during this year’s Super Bowl.

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Manning and AB InBev have a lengthy relationship. After winning the Super Bowl in 2016 with the Denver Broncos, Manning remarked he was going to “drink a lot of Budweiser” to celebrate. (At the time, there were reports that he was part-owner of two Anheuser-Busch distributors in Louisiana.) And after a 2014 playoff win, Manning told reporters, “What’s weighing on my mind is how soon I can get a Bud Light in my mouth.”

More recently, Manning appeared in Michelob Ultra’s 2022 Super Bowl spot. He also caught some flak after being photographed drinking a Bud Light during the summer at the height of the Mulvaney controversy, which began when the transgender influencer participated in a social media promotion for the brand, drawing outrage from some conservatives. 

As part of the campaign, Bud Light is giving away Super Bowl tickets and NFL playoff tickets. Fans can enter by scanning QR codes on Bud Light purchases or by posting Bud Light logo and hashtags on social media sites X (formerly Twitter), Facebook and Instagram. Additional Prizes include tickets to the “Bud Light Backyard Tour Presents Zach Bryan” concert in Las Vegas on Super Weekend weekend, and gift cards to Uber Eats and Instacart to help fans stock up for at-home Super Bowl parties. Bud Light is giving Super Bowl tickets to 25 winners who will receive two tickets each. 

“With Super Bowl tickets in extremely high demand, we are proud to be the sponsor bringing the most fans to the stands with Bud Light’s biggest Super Bowl ticket giveaway ever,” Todd Allen, VP of marketing for Bud Light, said in a press release. “Peyton Manning and Emmitt Smith are two players who know exactly how much energy fans can bring to a game; working with them was an incredible experience and we’re thrilled to continue our relationship with Peyton for years to come.”