In the first of two spots, Bud Light resurrected some of its classic ad characters, including the “I love you man” guy, Dr. Galazkiewicz, the “Real Men of Genius” singer, plus Cedric the Entertainer, who last appeared in a Bud Light Super Bowl ad in 2005.
The characters unite in a 60-second spot from Wieden+Kennedy New York that also includes some more recent stars of Bud Light ads, such as the Bud Knight and Post Malone, who appeared in the brew’s 2020 Super Bowl commercial. The ad also includes a glimpse of the Bud Light bottles that appeared in the “Bud Bowl,” which debuted in the 1989 Super Bowl.
The characters all show up to help recover spilled beer from an overturned truck, so that it can be used to restock an empty shelf at a convenience store. But that does not come before the Bud Knight, who was killed off in the brand’s 2019 Super Bowl ad, apparently meets his maker yet again.
Drinkers of a certain age will notice one omission: Spuds MacKenzie. The popular but controversial "original party animal" from the 1980s has already come back once — in ghost form for a Bud Light Super Bowl ad in 2017, also by Wieden+Kennedy. But the pooch did not make the cut this time. Asked why, a brand spokesman said: “We took a look back at all our campaigns and moved forward with the ones which were fan favorites and we felt best represent Bud Light’s legacy.”
The nostalgic ad seems aimed at reaching Bud Light drinkers of multiple generations. It also plugs a new loyalty program, called Bud Light Legends, which promises rewards like music, sporting event tickets and exclusive merchandise. The first 10,000 people to sign up were to get their names engraved on the Bud Light brew tanks at a St. Louis brewery.
The spot was co-directed by Bryan Buckley and Dave Laden of Hungry Man.
This was one of two commercials parent Anheuser-Busch InBev ran for its Bud Light brand. The other commercial, “Last Year’s Lemons,” took a light-hearted approach to the COVID-19 pandemic.
Brand: Bud Light
Agency: Wieden + Kennedy
Quarter Aired: Q1
Super Bowl: LV