Bud Light - Spuds MacKenzie Ski Jump

January 31, 1988 | :30

Anheuser-Busch's Bud Light and Omnicom Group's DDB Needham Chicago bring back the runaway train of late '80s pop culture, Spuds MacKenzie, for a tie-in with the upcoming Winter Olympics in Calgary, Canada.

Spuds was making his second Super Bowl appearance following a 1987 debut ("Party Animal"), although "her second Super Bowl appearance" would be more precise: The mascot was played by a female bull terrier named Honey Tree Evil Eye.

Despite the character's pop-culture splash, bothered people who thought the animal mascot appealed to underage consumers. Spuds would be back for only two more big games, with a 15-second responsibility message and a Bud Bowl cameo in 1989 ("Bud Bowl Part 3") and, after a lengthy absence, a star turn from beyond the grave in the 2017 ("Ghost Spuds").

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  • BrandBud Light
  • Year1988
  • AgencyDDB Needham
  • Superbowl #XXII
  • Quarter aired