Bud Light hasn’t given up humor completely but is going for knowing chuckles over belly laughs as its shifting tone makes a romantic Super Bowl statement.
“Hold,” from Bud Light’s new agency Anomaly, features Hollywood couple Miles and Keleigh Teller (and their dog Bugsy) dancing to the sound of “on-hold” music from a phone customer service line. The 60-second ad spotlights Bud Light’s new brand voice that execs describe as confident and magnetic. The work is markedly different than the in-your-face comedy pieces with which Bud Light earned fame as an advertiser over dozens of Super Bowls.