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.