(Courtesy Anheuser-Busch)

Every summer has its unofficial sport. Some years it is beach volleyball. Some years it feels like cornhole has taken over every backyard in America. But according to Bud Light, Summer has always been about grilling, and this year the beer giant is leaning into that idea with help from two NFL legends who clearly have their own priorities.

For its new “Priorities” campaign Bud Light recruited Hall of Famers Peyton Manning and Emmitt Smith for a summer ad that turns backyard obsession into a full blown lifestyle choice. The campaign launched on May 19 and arrives as part of Bud Light’s larger summer push, which also ties into celebrations surrounding America’s 250th anniversary.

The premise is simple and fun. Manning proudly gives Smith a tour of what can only be described as a backyard fantasyland built for grilling enthusiasts. This is not a standard patio with a modest grill and a folding chair. This setup has gone far beyond that point.

The outdoor kingdom features multiple Traeger grills, Bud Light on tap, and one particularly over-the-top addition that’s very Peyton. With a quick double-click of his grilling tongs, a hidden television dramatically rises from the ground and starts playing highlights from Manning’s football career.

Because of course it does.

As Smith walks through this absurd shrine to beer, meat, and self-appreciation, Manning reveals that he spent so much time, effort, and money perfecting the backyard that the actual house behind it remains an unfinished construction project.

When asked about it, Manning casually shrugs and admits the house probably will not be ready until next year because the backyard simply took priority.

(Courtesy Anheuser-Busch)

Bud Light is also extending the campaign beyond the commercial itself with a collection of summer promotions designed to keep the backyard theme going. A nationwide $250,000 sweepstakes offers fans the chance to win cash prizes and premium grilling gear, with enough coolers and barbecue accessories to transform almost anyone into a self-proclaimed grill master.

Anheuser-Busch is also releasing limited edition patriotic cans and packaging created to commemorate the nation’s semiquincentennial celebration. And even if “semiquincentennial” is not exactly a word people casually work into conversation, commemorative beer cans remain a time honored collector’s item and summer tradition.

The campaign also includes a charitable component. Bud Light announced that a portion of proceeds from the patriotic packaging initiative will benefit Folds of Honor, which provides educational scholarships for spouses and children of fallen or disabled service members and first responders.

For Manning and Smith, this is not their first ride together in Bud Light’s marketing universe. The pair previously teamed up for Bud Light’s “Easy Rounds” NFL playoff campaign, a memorable spot built around impossible beer tosses flying through a packed sports bar while promoting a Super Bowl ticket giveaway.

Clearly Bud Light liked the chemistry enough to bring the duo back. Manning continues to play the role of the lovable football obsessive with questionable priorities, while Smith serves as the perfect straight man watching the chaos unfold around him.

According to Manning, it’s all about ‘priorities” this summer. And clearly home renovations can wait. A serious grill for entertaining, and, of course, Bud Light on tap, come first.

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