BMP DDB is launching a pounds 4 million campaign for Bud Light,
poking fun at well-known contradictions in American popular culture.
The campaign aims to position Bud Light as a premium product while also
promoting it as a lower calorie alternative in the beer market. The TV
spots parody this apparent contradiction in four separate
The ads are fronted by Jim Florentine, a New Jersey-based comedian.
Florentine approaches four members of the American public and asks them
to explain the contradictions in popular expressions.
In ’hamburger’, Florentine corners a stall vendor to ask why there is no
ham in the burger bearing its name. The vendor looks at him with a
strange expression. In ’bathroom’, Florentine tries to persuade a
bouncer to let him into a bar to have a bath in the bathroom.
In ’American football’, the comedian asks a player to explain the game’s
name given that there is minimal contact between the ball and foot. The
player clearly thinks Florentine is being pedantic. In the final
execution, ’World Series’, a man is questioned about the name of the
contest, in which only American teams take part.
All the spots use the strapline: ’Bud Light. Another great American
James Lousada, the marketing director of Bud Light, said: ’This campaign
is part of our overall brand-building campaign to establish Bud Light as
one of the premium bottled lagers in the UK.’
The campaign’s copywriter, Simon Veksner, added: ’It seems like a bit of
a contradiction that Bud Light is lower calorie without also being lower
in alcohol or weaker in taste, and that contradiction is its selling
point, so we decided to address it head on.’
The commercials were art directed by Nick Allsop and directed by Paul
Goldman through 2AM Films. Media planning and buying is through OMD UK.