Busch Light recruits Kenny G for regional Super Bowl ad

Nostalgic spot from the Martin Agency revives song from 43-year-old campaign

Published On
Jan 31, 2022

Editor's Pick

This year’s Busch Light Super Bowl spot is both nostalgic and musical, and not just because it features saxophone legend Kenny G. The Anheuser-Busch brand is taking football fans back to 1979 with “Head for the Mountains,” the original song that launched Busch’s first campaign.

 

The spot, made with Martin Agency, finds two very outdoorsy looking men kicking back on a couple of rocks with a can of Busch Light. One tells the other, “You know, whenever you crack open a Busch Light, the mountains start singing.”

Delivering on that promise, the other man pops the tab on his beer and a melody immediately resounds through the wilderness around them. A group of spectral singers appears in the sky above nearby mountains wearing various pieces of outdoor gear—fishing vests, hiking backpacks and cowboy hats. 

As the men on the ground watch in awe, the skyward performers sing, "It's cold and it's smooth and it's waiting for you. Head for the mountains of Busch beer."

The onlookers don’t seem all too impressed with the performance until one singer shouts, “Hit it, giant Kenny G!”

Standing tall above another mountain range, the saxophonist delivers a gorgeous solo. “It’s so smooth,” says one of the beer-drinkers as they raise their cans to the chorus singing the finale of the Busch-branded song, with one slight addition to the original: “Busch—Light—beer.”

“More than 40 years ago, ‘it’s cold and it’s smooth, and it’s waiting for you’ launched Busch Light’s jingle into the hearts and minds of beer fans,” said Daniel Blake, group VP of Budweiser & Value at Anheuser-Busch, in a statement. “And when the time came to revive that iconic jingle, there was only one person smooth enough for the job, American jazz saxophonist, and one of the best-selling artists of all time, Kenny G. We can’t wait for Busch Light fans to see their favorite beer show up on one of the biggest days in sports.”

The ad will air regionally in 41 markets during the Super Bowl, like the brand’s hometown of St. Louis as well as Nashville, Buffalo, Milwaukee and Kansas City. On game day, Busch fans can tweet using "@BuschBeer" using hashtags "#MountainOfBeer" and "#Sweepstakes" for a chance to win free beers.

Credits

Date
Jan 31, 2022
Client :
Busch
Agency :
The Martin Agency
Chief Creative Officer :
Danny Robinson
Executive Creative Director :
Jerry Hoak
Creative Director :
Mike Kelley
Associate Creative Director :
Dustin Dodd
Associate Creative Director :
Graham Unterberger
Copywriter/CD :
David Gibson
Art Director/ACD :
Mauricio Mazzariol
EVP / Head of Production :
Tasha Dean
VP / Executive Producer :
Tricia Hoover
Content Producer II :
Derek Meyer
SVP Director of Business, Legal And Financial Affairs :
Dusty Slovik
Financial Affairs Manager :
Kevin Llewelyn
SVP Group Account Director :
Chuka Schneider
Account Director :
Kelsey Johnson
Account Supervisor :
Lea Chastine
Group Project Management Supervisor :
Sandra Snead
Planning Director :
Kirk Luo
Live Action Shoot :
MJZ
Director :
The Perlorians
Director of Photography :
Toby Irwin
Production Designer :
Sue Tebutt
Executive Producer :
Eriks Krumins
Line Producer :
Josh Porter
Product Shoot :
The Kaplans
Executive Producer :
Joyce Mills
Director :
Sam Kaplan
Director :
Laura Kaplan
Finishing / VFX :
The Mill
Executive Producer :
Adam Reeb
Producer :
Francesca Moran
2D Lead :
Jay Bandlish
2D Lead :
Tamir Sapir
3D Lead :
Chris Bayol
Colorist :
Paul Yacono
Music / Sound Design / Mix :
Overcoast
Producer :
Colin Beckett
Creative Director :
J.L. Hodges
Audio Mix :
Matt Whitworth

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