Bud Light's Latest Ad Celebrates Gay Marriage -- With Backing From Ellen

Brand Also Unveiled Rainbow Billboards in New York and California

Published On
Jun 01, 2016

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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 GLADD, 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.

This story also appeared on Adage.com.


Jun 01, 2016
Brand :
Bud Light
Client :
Bud Light
Agency :
Wieden & Kennedy - New York
Executive Creative Director :
Karl Lieberman
Executive Creative Director :
Colleen DeCourcy
Creative Director :
Stuart Jennings
Creative Director :
Gary Van Dzura
Copywriter :
Howard Finkelstein
Art Director :
Grant Mason
Project Manager :
Sunjoo Ryou
Project Manager :
Lauren Amato
Project Manager :
Cory Chonko
Head of Content Production :
Nick Setounski
Producer :
Alison Hill
Producer Assistant :
Lisa Delonay
Producer Assistant :
Alexey Novikov
Strategist :
Nick Docherty
Account Team :
Brandon Pracht
Account Team :
Price Manford
Account Team :
Kyle Glackin
Business Affairs :
Sara Jagielski
Business Affairs :
Justine Lowe
Business Affairs :
Carolina Hernandez
Associate Media Director :
Justin Lam
Production Company :
Director :
Neal Brennan
Director :
Evan Goldberg
Executive Producer :
Michael Sagol
Executive Producer :
Jasper Thomlinson
Producer :
BP Cooper
Director, Photography :
Jeff Cronenweth
Director, Additional Photography :
Ben Zlotucha
Director, Photography :
Matt Egan
Editorial Company :
Editor :
Geoff Hounsell
Post Producer :
Alexandra Leal
Post Producer :
Anna Butler
Post Producer :
Cristina Matracia
Post Executive Producer :
Sila Soyer
Editorial Assistant :
Matt Ferran
Editorial Assistant :
Jon Dean
Visual Effects Company :
The Mill
Executive Producer :
Chris Kiser
Production Coordinator :
Devan Saber
2D Lead Artist :
Ilia Mokhtareizadeh
3D Lead Artist :
Ed Shires
2D Artist :
Michael Smith
2D Artist :
Jamie Scott
2D Artist :
Kshitij Khanna
2D Artist :
Burtis Scott
2D Artist :
John McIntosh
2D Artist :
Kevin Quinlan
2D Artist :
Jimmy Bullard
3D Artist :
Wyatt Savarese
3D Artist :
Sean Dooley
3D Artist :
Paolo Cogliati
Matte Painting :
Carlos Nieto
Motion Graphics :
Mikhael Villegas
Michael Rossiter
Telecine Company :
Company 3
Colorist :
Tom Poole
Mix Company :
Sonic Union
Mix and Sound Design :
Steve Rosen
Music Company :
Massive Music
Song :
Victory Lap
Senior Producer :
Kiki McDaniel
Creative Director :
Ben Einziger
Executive Producer :
Scott Cymbala
Executive Producer :
Keith Haluska
Creative Director :
Diederik van Middelkoop

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