A New Yorker is shadowed by a “sphere of summer” wherever he goes, facilitated by the Bud Light Lime he’s schlepping in this spot by DDB Chicago. Ad Age reviewer Bob Garfield noted: “The idea of your beer magically bringing summer weather to the wintry north is OK, and the effect well-executed; it's also the exact opposite of what Coors Light and Miller Genuine Draft have done to cool down your summer.”
Bud Light Lime was less than a year old at the time of Super Bowl XLIII, only having arrived on store shelves in May 2008. And Anheuser-Busch was playing catch-up, following Miller Brewing's rollout of lime-flavored Miller Chill in 2007. But the brewer backed Bud Light Lime with a $35 million introductory campaign of ads, merchandising and sampling even before this Super Bowl debut. Bud Light Lime prevailed in the end; MillerCoors discontinued Miller Chill in 2014.
Directed by the Swedish directing collective StyleWar. Director of photography: Crille Forsberg.
Group creative director: Mark Gross. Creative directors: Chris Roe, Chuck Rachford. Copywriter: Pat Burke. Art director: Chris Carraway. Executive producer: Will St. Clair. Producer: Kate Hildebrant. Associate producer: Patty Phassos.
Visual effects: Brickyard VFX. Editorial: Whitehouse Post. Editor: Carlos Lowenstein.
BRAND: Bud Light Lime
QUARTER AIRED: Q4