Bud Light is hoping to stand out in the crowded U.K. beer market (where it's only just launched) with an approach that pokes fun at the current state of advertising.
A new spot by Wieden + Kennedy London features a song that starts with the lyrics: "Super-cool girl, aspirational friends. Lifestyle ad with Bud Light at the end."
It goes on to feature a bunch of recognizable millennial advertising tropes--people having fun on a beach doing stuff like horse-riding and kite-surfing. There's also some ethnic tribal dancing, a cute rabbit and a guy in tight pants. Bud Light is positioned as a "light-hearted beer for a try hard world." It ends with the tagline "Keep it Light."
The spot was directed by Ali Ali at Sonny London.