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(Courtesy Natural Light / Josh Sobel)
Natural Light, an affordable beer brand with a large college and post-college following, has just debuted what the brewery is calling ‘the most expensive piece of art in the world.’
The new campaign from Natural Light (or Natty Light as its affectionately referred to by generations of fans), features a soaring piece artwork that now dominates the historic Vanderbilt Hall in New York City’s Grand Central Terminal.
The artwork, entitled “Da Vinci of Debt,” which is valued at $470 million, is an eye-catching collection of real diplomas, suspended in mid-air as if a nor’easter of wind had just scattered all 2,600 of them throughout Grand Central Terminal’s cavernous, 6,000 square foot space.
(Courtesy Natural Light / Josh Sobel)
Its design is meant to illustrate both the impact and scale of the crippling debt that millions of graduates are now facing. And the artwork’s $470 million price tag ironically allows Natty Light to claim that its value surpasses Da Vinci’s “Salvator Mundi,” which was formerly known as the most expensive artwork ever sold.
After all, only in the art world can a single banana sell for $120,000 (that happened) and an artist’s used bedsheets go for $150,000 (that too). While other artworks like these are valued arbitrarily, the value of Da Vinci of Debt is derived from the average total cost of a four-year college education.
“That’s what made it the perfect medium for this campaign, said Daniel Blake, Vice President of Value Brands at Anheuser-Busch. It’s a very fitting analogy for the outrageous cost of attending a typical four-year college.”
(Courtesy Natural Light / Josh Sobel)
“Through ‘Da Vinci of Debt,’ we hope to inspire action around the college debt crisis and drive more fans to enter for a chance to have the Natty College Debt Relief Program pay down their student loans.”
This year marks the fourth year in Natural Light’s 10-year, $10 million commitment to helping some students buy down their college debt. Anyone seeking aid through the program can apply HERE.
With US college debt snowballing to a record high in 2021, Natural Light is also calling on the deep-pockets of the fine art world to visit its exhibit.
The “Da Vinci of Debt,” is in residence for a limited time in NYC’s historic Grand Central Terminal from January 14-16, 2021.
And Natural Light remains open to entertaining all bidders interested in shelling out serious cash for ‘the most expensive piece of art in the world.’
