Bud Light plays it light and reunites classic characters for Super Bowl commercial
For this year's Super Bowl spot, Bud Light decided to get the band back together.
In a 60-second ad that will air during this year's Super Bowl broadcast, the beer brand is bringing back iconic characters from throughout its history to kick off its "Bud Light Legends" campaign. The spot will feature recent stars, like Post Malone and the "Bud Knight," as well as classics, like the "Real Men of Genius" singer.
"Our fans expect fun and levity from Bud Light every year at the Super Bowl," senior brand director Joe Lennon told USA TODAY Sports. "So we wanted to bring that same fun and levity again this year, with the added layer of nostalgia — that sense of comfort and familiarity that comes with those legends, those classic characters."
“Bud Light Legends” campaign reunites some of the beer brand's most iconic characters. (Photo: Bud Light)
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While sister brand Budweiser decided not to air a Super Bowl commercial for the first time in 37 years, Bud Light is one of several brands under the Anheuser-Busch InBev umbrella that decided to keep its spot. Lennon said Bud Light leaders had lengthy discussions about how to approach this year's commercial but ultimately decided that attempts to stray too far from its light-hearted, humorous tone would disappoint fans.
Once they settled on a reunion theme, of sorts, there was also "a big debate" about which characters to feature and how, Lennon said.
"We wanted to make sure we had a mix of favorites from old to new," he said. "… We also did a lot of listening on social media. A lot of fans clamor for us to bring back some of the old advertisements, so we certainly took a long look at that."
Check out Bud Light's full 60-second ad below:
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