Along with the other four Bud Light ads in Super Bowl XLIV, “Asteroid” helped introduce a new tagline for Bud Light -- "Here we go" -- meant to emphasize the brand's good-times heritage, and taking the place of the focus on “Drinkability.”
The ad is a play on the doomed-earth scenarios of Hollywood’s “Armageddon” and “Deep Impact,” movies suggesting that humans would fling themselves into heroic efforts to save the species from any inbound planet-killers. (Bud Light's protagonists go a different route.)
The 2010 game marked the first A-B InBev Super Bowl lineup led by Keith Levy, VP-marketing, after the departure of longtime chief creative officer Bob Lachky. Levy told The New York Times that he had continued Lachky’s testing of commercials before game time.
Creative director: Steve Hunt. Creative director/art director: Mike Binnette.
BRAND: Bud Light
YEAR: 2010
AGENCY: Cannonball
SUPERBOWL: XLIV
QUARTER AIRED: Q1
