Anheuser-Busch gave up its exclusivity as the alcohol sponsor for the Tremendous Bowl this 12 months, however that doesn’t imply longtime Massive Recreation advertiser Budweiser is staying out of the sport. The brewer has as a substitute produced a regional spot, “Six Levels of Budweiser.”
Whereas its Tremendous Bowl spots of the previous have featured the model’s signature Clydesdale horses, cute puppies and ideas on what it means to be American, this 12 months takes a unique focus—the thought that everybody is separated by six levels, or in Bud’s case, a six pack.
After all, no one is healthier at embodying the six levels idea than the individual that spawned the idea, Kevin Bacon, and the actor is justifiably the voice behind the spot. The 45-second advert reveals that regardless of how totally different persons are, shared values unite all Budweiser drinkers, which is displayed by means of a digital camera following a six pack of Bud bottles being handed round and shared by individuals at events, meals vans, basketball video games, recording studios and bodegas.
“Six Levels of Budweiser” was created by FCB New York and directed by duo Lalou Dammond and Joaquin Baca-Asay. The spot options six self-made People, from a famend hip-hop artist and producer, Metro Boomin, to a neighborhood meals truck proprietor and a building employee.
Budweiser added FCB New York to its company roster final 12 months, and the company will function one of many lead inventive outlets for the model shifting ahead, two sources instructed Adweek.
The model states that every particular person is related by their willpower, spirit and a six pack of Budweiser, which is handed from individual to individual till one beer stays. Budweiser then breaks the fourth wall by providing the ultimate beer to the viewer and welcoming them into the shared expertise.
Metro Boomin additionally created the customized musical monitor featured within the industrial.
The spot, which is able to run regionally as a 30-second advert, offers a nod to Budweiser’s Tremendous Bowl previous, because the viewer first sees the Clydesdales with the previous jingle from the Seventies. Pan again and the spot switches perspective from a tv in a bodega to the passing of the six pack.
“I liked bringing again the six levels idea for this 12 months’s Tremendous Bowl as a result of at its core, the idea has all the time been about connection,” mentioned Bacon in an announcement.
Budweiser has reintroduced its iconic tagline, “This Bud’s For You,” whereas kicking off what can be a year-long focus to enchantment to an rising group of Budweiser drinkers on the youthful finish of the authorized ingesting age spectrum who’re followers of the model.
“All through Budweiser’s historical past, the model has championed the American spirit—the values and beliefs that join all our customers regardless of the place they stay or what they do,” mentioned Kristina Punwani, head of selling at Budweiser, in an announcement.
Punwani mentioned the model goes to proceed to give attention to genuine connections with its viewers round ardour factors that matter most to them, like sports activities and music.
Budweiser’s Tremendous Bowl spot will air in key markets, together with Philadelphia, California and New York, the place the model sees the best alternative for development.
Jameson Fleming contributed reporting to this story.
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