Bud Light Super Bowl Commercial Offers Latest in Parade of Beer Buddies
Most Super Bowl viewers live nowhere near Shane Gillis, Post Malone and Peyton Manning. On Sunday February 9, the people who help sell Bud Light hope they see the trio as just three more of their friends or neighbors.
The popular beer, which has been a staple of Super Bowl advertising for 35 years, will introduce “Big Men of Cul-de-Sac,” a group of regular folks who enjoy grilling in the backyard and talking in the driveway, says Todd Allen, senior vice president of marketing for Bud Light, in an interview. The new 60-second ad turns up in Super Bowl LIX alongside commercials for parent company Anheuser-Busch InBev’s Stella Artois, Budweiser and Michelob Ultra.
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The spot is meant to pay tribute “to those neighborhood parties that are happening across every backyard, every cul-de-sac in America,” says Allen. “We hope our fans can see themselves in this.”
The characters would seem to be the latest in a decades-long run of Bud Light creations. In years past, viewers have encountered the Bud Knight, Real Men of Genius, and a dude who often broke out in saying “I love you, man!” Each creation pokes fun at the behavior of young guys who like to celebrate. In last year’s Super Bowl, Bud Light introduced the wisecracking Bud Light Genie, who met up with Malone and Manning in a third-quarter Super Bowl spot.
Since taking up his post last year, Allen has presided over a return to core Bud Light marketing themes, working to distance the brand from an era when it tried to broaden its customer base. Like many beers, Bud Light has seen potential customers gravitate to other kinds of alcoholic beverages, including craft brews and seltzers, while other would-be drinkers opt to cut back on alcohol and be more mindful of their health.
“We really wanted to lean into the humor we’ve been known for,” says Allen.
The cul-de-sac characters may be around for a while. Expect to see some of the ad characters turning up during Fox’s broadcast of Super Bow LIX, says Allen, indicating that there may be more commercials in a series to come in later months.
Bud Light won’t just host the gathering in the ad. Post Malone will play in New Orleans at a ‘Bud Light Backyard Presents Post Malone’ show. And consumers over 21 can comment on a dedicated Bud Light post on Instagram for a chancd to win $10,000 and Bud Light gear for a party at home.
When the ad appears in the Big Game, it won’t be the end of Allen’s work. The executive says his team’s efforts to make its next Super Bowl splash start almost directly in the days after the event. Executives try to figure out what went right and appealed the most and apply those lessons to the next commercial. “This is a huge priority for us every year,” he says.
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