Budweiser, once the bestselling beer brand in the US, isn’t going to be showing up in a national TV rollout at this year’s Big Game. Instead, a commercial that returns with its legendary motto, “This Bud’s For You,” will air during local commercial breaks in 14 specific markets where the company feel they can reach a younger consumer base.
It’s part of reintroducing “The King of Beers” to a new and more youthful audience.
Created by FCB New York and directed by duo Lalou Dammond and Joaquin Baca-Asay “Six Degrees of Budweiser” is Budweiser’s interpretation of the meme that “everyone can be traced by just six degrees of separation to Kevin Bacon,” who also narrates this commercial. And it features six self-made Americans (all of them younger that Kevin Bacon) from a renowned hip-hop artist and producer to a local food truck owner to a construction worker – and their journeys.
According to the press release the “individuals in the spot are depicted in their daily profession or natural environment that showcases their personal story and life experiences, including:
Metro Boomin started from humble beginnings in St Louis, MO and has grown to be one of the top producers and hip-hop artists, including three albums reaching #1 on the Billboard Hot 200 and collaborating with some of the world’s leading artists throughout his career. To date, he has received “Producer of the Year” at the BMI R&B/Hip-Hop Awards four consecutive years in a row and “Producer of the Year” at the BET Hip Hop Awards twice. He is shown in the spot working alongside PineappleCITI.
PineappleCITI is a singer and rapper and is shown in the commercial working on a new mix in the studio. After overcoming a tragic accident that left her unable to walk for two years, Pineapple blended different genres of music to create her own sound and overcome adversity. She has a new album coming out in 2023 and has written music for Rap Shit on HBO.
Robert Moran is a construction worker with the Steedle Brothers Company where he worked for his father until he unexpectedly passed away. In the spot, he is depicted hosting a BBQ, bringing together friends for a party. Robert’s goal is to keep his father’s craftsmanship alive while providing for his family, building homes for generations to come.
Theophilos Okuribido is a food truck owner and operator. In 2011, he opened his first food truck and after a failed venture, he bounced back with an inspiring story and a new small business called Fry Day where he continues sharing good food with his community.
Damian Young is the basketball player who hits the game winning shot in the spot and is a player for the Hometown Heroes in his day-to-day life. Raised by a hard-working, single mother in Denver, CO, his passion for the game and close relationship with his mother encouraged him to pursue his dream.
Laura Estra co-founded a community group during the pandemic focused on creating a collaborative environment where people can come together to eat, drink, play games and share stories to support and uplift one another. Within the spot, she is depicted as the BBQ host within the community.
Budweiser’s focus on telling real stories, including those mentioned above, and the brand’s reintroduction of “This Bud’s For You” will air in key markets, such as Philadelphia, California and New York, where the brand seeks a more youthful direction.
(All image credits: Budweiser)