Bud Light - Asteroid

February 07, 2010 | :30

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.

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  • BrandBud Light
  • Year2010
  • AgencyCannonball
  • Superbowl #XLIV
  • Quarter airedQ1