Budweiser has tapped actor Kevin Bacon and hip-hop producer Metro Boomin for its upcoming Super Bowl ad. The ad brings back the slogan, ‘This Bud’s For You.’
The commercial will air during the Super Bowl LVII game on February 12 in Arizona between the Philadelphia Eagles and the Kansas City Chiefs. The ad features six everyday Americans enjoying a Bud as they unwind or pursue their hobbies. Each person takes a beer from a six-pack until the final beer is offered to the viewer.
“They say all people are six degrees of separation away from each other, but some are just a six-pack away,” narrates Kevin Bacon, referencing the Bacon’s Law parlor game that famously bears his name and explores the six degrees of separation phenomenon in Hollywood.
Metro Boomin is from St. Louis, Missouri, which is where Anheuser-Busch is based. He takes the fourth beer in the ad in his music studio as it is passed around between people. Budweiser will also embrace the use of hip-hop music throughout the year as it focuses advertising campaigns on younger consumers.
“The Big Game will always have a role in our strategy,” says Kristina Punwani, the executive heading up marketing for Budweiser. “What we are trying to do this year is to be really, really smart and really tactical on hitting the consumer where they are at.” Budweiser has expanded its social media advertising campaign during the Big Game because of millennials and Gen-Z’s penchant to multi-task while consuming digital media.
“We will always have a role in this moment of culture,” Punwani continues. “Consumers expect something of us, and we want to make sure we deliver that and do that to the right consumer bases.” In 2021, Budweiser’s parent company Anheuser-Busch sat out advertising its main brand for the first time in 37 years. The feedback from fans was immense—the Budweiser Super Bowl ad is back.