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(Courtesy Anheuser-Busch)
This is the first time Busch Light will have a major presence during the game in five years, coinciding with an all-time high in the brand’s popularity. As for Kenny G’s popularity, who the hell knows?
Here’s the deal…
With Super Bowl LVI (the Bengals will face the Rams) just around the corner, Beer majors are starting to roll out the commercials that they’ll be showcasing during the game. And for many these pricy beer commercials are as interesting as the game.
On January 31, Anheuser-Busch dropped a new one which pairs Busch Light and Grammy Award-Winning Saxophone legend, Kenny G doing a smooth jazz version of the brand’s vintage jingle from 1979, “Head for the Mountains.”
This is the first time in half a decade that Busch Light will have its own commercial during the Super Bowl coinciding with an all-time high in the brand’s popularity which has moved well beyond its solid Midwest following and enjoying a more national resurgence.
And although we don’t have the stats, we suspect that Busch Light is riding a wave of upper-demo appeal, the characters in the commercial are far from youthful and in spite of the amazing 75 million records he has sold, the smooth jazz saxophonist, hasn’t had a major hit in more than three decades.
“More than 40 years ago, ‘it’s cold and it’s smooth, and it’s waiting for you’ launched Busch Light’s jingle into the hearts and minds of beer fans,” said Daniel Blake, Group VP, Budweiser & Value at Anheuser-Busch.
“And when the time came to revive that iconic jingle, there was only one person smooth enough for the job, American jazz saxophonist, and one of the best-selling artists of all time, Kenny G. We can’t wait for Busch Light fans to see their favorite beer show up on one of the biggest days in sports.”
And in the Busch Light press release Kenny G was pretty smooth about his involvement as well…
“Busch Light is about smoothness and refreshment, and if you’re familiar with my work, it should be pretty clear why this partnership works so beautifully,” said Kenny G. “For this project, we tapped into the Busch Light archives and came up with a really energetic reprise of ‘Head for the Mountains.’ I’m excited for the fans to hear my sax on it, and hope they can enjoy the spot with a cold Busch Light in hand on game day!”
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