Most individuals watching the Super Bowl reside far from Shane Gillis, Post Malone, and Peyton Manning. On Sunday, February 9th, the team responsible for selling Bud Light wishes these three celebrities to be perceived as simply three acquaintances or local residents.
For over three decades, a well-known beer brand has been a regular feature in Super Bowl advertisements. Now, they’re unveiling “Big Men of Cul-de-Sac,” a group of everyday people who love barbecuing in their backyards and chatting in the driveway. Todd Allen, Bud Light’s senior vice president of marketing, shared this news in an interview. The upcoming 60-second ad will air during Super Bowl LIX, joining commercials for other brands under Anheuser-Busch InBev, such as Stella Artois, Budweiser, and Michelob Ultra.
I’m aiming to create a space that honors the vibrant neighborhood gatherings happening in backyards and cul-de-sacs all over America, just like those you might have attended or even hosted yourself,” I say. “Our goal is for our fans to feel a sense of connection and familiarity with this place.
The characters appear to be part of a recent series in Bud Light’s long-standing lineup of comedic creations. Previously, viewers have encountered figures like the Bud Knight, Real Men of Genius, and a guy famed for exclaiming “I love you, man!” all of which satirize the antics of young men who enjoy partying. Last year during the Super Bowl, Bud Light debuted the witty Bud Light Genie, who interacted with Malone and Manning in a commercial shown during the third quarter.
Over the past year, Allen has been in charge and steered Bud Light back towards its traditional marketing strategies, aiming to differentiate it from a time when they aimed to appeal to a wider audience. Similar to many brews, Bud Light has experienced customers switching to various types of alcoholic drinks, such as craft beers and seltzers. Additionally, some potential drinkers have chosen other healthier options or reduced their alcohol consumption altogether.
“We really wanted to lean into the humor we’ve been known for,” says Allen.
The characters from the dead-end street might stick around for a while longer. You can anticipate seeing some of these ads making an appearance during Fox’s broadcast of Super Bowl LIX. This suggests that there could potentially be additional commercials in this series airing in the upcoming months, as Allen implies.
In the advertisement, it’s not only Bud Light that’s hosting an event. Instead, Post Malone is set to perform in New Orleans at an event called ‘Bud Light Backyard Presents Post Malone’. For those aged 21 and above, there’s an opportunity to comment on a specific Bud Light post on Instagram for a chance to win $10,000 and Bud Light party supplies for your own gathering at home.
After the ad airs during the Big Game, it’s not the culmination of Allen’s work. The executive explains that their team immediately begins working on creating an impactful commercial for the following Super Bowl. They spend the days after the event analyzing what worked well and what appealed most to the audience, using these insights to shape the next advertisement. “This is a significant focus for us every year,” he says.
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2025-01-31 17:19