Busch Light returns with another cheeky Super Bowl spot — this time featuring Sarah McLachlan.
Anheuser-Busch InBev’s Busch Light is bringing a playful 30-second advertisement to this year’s Super Bowl, showcasing the beer brand with its recurring theme of safety in the great outdoors. A previous announcement indicated that Busch Light would be part of AB InBev’s national ad buy for the Super Bowl this year. Last year, the company released an unconventional and similarly playful ad featuring saxophonist Kenny G; this year’s will feature singer Sarah McLachlan.
The new commercial, called “Shelter,” features brand mascot Busch Guy unveiling his Busch Guidebook of outdoor survival tips and three crucial necessities: food, drink — a case of Busch Light, to be exact — and shelter. As he says the word “shelter,” Sarah McLachlan emerges from a tent to begin the monologue she recites in the well-known ASPCA commercials, accompanied by the tune of her song “Angel.”
The ad serves as the jumping-off point for a year-long campaign seeing the “Busch Guide” offering various outdoor tips presented in a cheeky way, including how to signal for help, face a black bear, and avoid poison ivy. To coincide with the commercial’s release, Busch Light will donate $25,000 to the non-profit One Tree Planted to help restore forests and support biodiversity efforts.
The new Busch Light ad comes at a crucial time for its parent company, as AB InBev gave up its alcohol advertising exclusivity with the Super Bowl in June last year. Even so, the company announced the purchase of three minutes of national ad time between its brands Busch Light, Michelob Ultra, and Bud Light, along with 30 seconds of regional ad time for Budweiser.
But AB InBev sacrificing its exclusivity deal has quickly lured the attention of competitors Molson Coors, Crown Royal, and Rémy Martin, who have already announced plans for Super Bowl ads — despite the $7 million price tag for a 30-second spot.