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Bud Light's new television campaign, "Dilemmas," is an evolution of last year's popular "Superstitions" campaign and will document the origins of superstitions. The ads explore the link between fans' beliefs that they affect the outcome of a game and the practicality of continuing their newfound superstitions.
"All Time," the first spot that sets up the "Dilemmas" campaign, debuted during the pre-season. Four new TV commercials will air during the regular season, beginning with "Quinoa" seen above. The commercials, created by Translation, include 30- and 15-second versions, each ending with the tagline, "It's Only Weird If It Doesn't Work."
"Our goal is to do everything we can to enhance the NFL fan's experience," said Rob McCarthy, vice president of Bud Light. "We know how fans think, and we understand that football becomes front and center in their lives from kickoff weekend until the Super Bowl. Whether fans are watching at the stadium, at home or in a bar, we're proud to celebrate football fans' passions for the game."
In addition to serving as the official beer sponsor of the NFL, Bud Light has local sponsorship agreements with 28 of the 32 NFL teams. The beer brand marked the start of the season by unveiling special packaging -- featuring team-specific cans and the NFL Shield -- available in 28 markets. Commemorative glass bottles and aluminum bottles of Bud Light will also feature the NFL Shield, and secondary packaging will feature similar elements, according to St. Louis-based Anheuser-Busch InBev.
As part of its local partnerships, Bud Light will host tailgates in each city, and select events will feature Bud Light Build-A-Bars and photo and video kiosk stations. Fans in North Carolina, Denver, New York, Oakland, Calif., St. Louis and Tampa Bay, Fla., will also see custom Bud Light six-pack recycling trailers rolling throughout tailgates to collect recyclables.
The season will culminate at Super Bowl XLVIII on Feb. 2 at MetLife Stadium in East Rutherford, N.J. The stadium is home to the New York Giants and New York Jets. At the event, the brand will once again host the Bud Light Hotel, marking the fifth consecutive year it has staged this highly anticipated destination during the Super Bowl.
Bud Light will also serve as the exclusive beer advertiser for Super Bowl XLVIII, and accompanying imagery will be featured on all Bud Light products and packaging beginning in December.