AB InBev has released this year’s Super Bowl advert in the US for Bud Light, which is the ‘official beer sponsor’ of the NFL.
The ad, called ‘Keg’, shows a wedding party charging down a hillside after a runaway barrel of Bud Light. The 60-second spot features musician Post Malone, comedian Shane Gillis and American-football player Peyton Manning and forms the latest part of Bud Light’s two-decade-long sponsorship arrangement with the NFL.
The campaign will also be supported by on- and off-premise promotions, experiential events and smaller activations – such as an “epic, intimate experience” with Post Malone in San Francisco. The brand owner is also offering US$10 discounts on pitchers or buckets in participating bars, keg giveaways and ticket promotions.
The total media spend was not disclosed.
As part of its activity around the Super Bowl, AB InBev is also offering a US$60 rebate on Bud Light kegs purchased in the run-up to the game next Sunday (8 February).
Earlier this week, AB InBev released a Winter Olympics-themed Super Bowl advert for Michelob Ultra, which can be viewed here. Also getting in on the action, Sazerac Co has recruited actor & singer Victoria Justice to front a digital spot offering a competition winner a presence for their dance moves in a Super Bowl ad for vodka mark Svedka.
