Anheuser-Busch has revealed a sneak peek at Bud Light’s Super Bowl 50 commercial, starring Amy Schumer and Seth Rogen (and, reportedly, MMA champ Ronda Rousey and Michael Pena) as delegates to The Bud Light Party.
Introducing a new tagline, “Raise One to Right Now,” with the campaign, the official beer sponsor of Super Bowl 50 is using the platform to kick off its election year campaign. The lighthearted spin on politics (hashtag: #BudLightParty) also replaces the “Up For Whatever” campaign and tagline.
In the teaser spot above, Schumer and Rogen are shown getting ready for a big political rally, with Rogen squeezing into pantyhose … and Spanx?
Update: here’s the Super Bowl ad — and a related 30-second spot featuring Ronda Rousey:
“This is more than just a Super Bowl ad,” said Bud Light vice president Alexander Lambrecht in a press release. “It’s a completely new communication of what Bud Light stands for – inclusivity, positivity and fun. The Bud Light Party allows our brand to live in the right now.”
“Fun and humor are part of the DNA of our brand,” Lambrecht told Fast Company about the campaign. “When Amy and Seth came onboard, they dialed up the humor even more.”
In December, the Anheuser-Busch brand announced its plans to roll out a bold new look for Bud Light this spring. The first major overhaul of Bud Light’s visual identity in eight years includes a reimagined Bud Light logo and “contemporized primary and secondary packaging.”
The new bottle design is featured prominently throughout The Bud Light Party campaign.
“Obviously the most talked about thing for the year will be the election, and that’s how we came up with the whole campaign I.D. of ‘The Bud Light Party,'” Lambrecht commented to Adweek. “Now, we want to be very, very clear that we are not a political party. We absolutely have no intention to be. We are creating ‘The Bud Light Party’ as a brand platform.”
“What we like about it is that the ‘Right Now’ captures consumers’ desire to live in the moment, as well as ‘Right Now’ is that opportunity for people to write their own future and create their own future,” Lambrecht added. “And obviously the ‘Raise One’ speaks to the social, inclusive nature of the category and, most importantly, of the brand.”
The teaser will debut this Sunday during the NFC and AFC championship games, with high hopes of rekindling sales for the brand. According to the Wall Street Journal, “Bud Light sales fell 0.9% and volume fell 1.6% during the 52 weeks ended Jan. 9, according to Nielsen data cited by Morgan Stanley. Sales have fallen the past seven quarters.”
“We need to behave differently,” Jorn Socquet, Anheuser-Busch vice president of US marketing, told WSJ, to support the “complete revival” of the Bud Light brand this year.
Anheuser-Busch is returning to the Super Bowl as the exclusive beer category advertiser for the 28th year in a row. On Sunday, Feb. 7, the brewer will use the world’s most prominent advertising stage to spotlight Super Bowl veterans Budweiser and Bud Light, along with first-time Super Bowl advertiser Shock Top—running a campaign starring comedian T.J. Miller (who also co-stars in HBO’s Silicon Valley)—plus returning Super Bowl advertiser Michelob ULTRA.
Anheuser-Busch is scheduled to have three full minutes of advertising in this year’s game, including the first TV spot immediately following kickoff.
“People have come to expect groundbreaking creative from our brands during the Super Bowl, and this year is no exception,” Socquet stated. “A powerful Super Bowl ad can set the tone for a brand’s performance throughout the following year and beyond, and we’ve made significant investments to ensure that this year’s spots will connect with fans in new and unexpected ways.”
Including, it seems, putting Seth Rogen in Spanx.