Busch: Father's Day Surprise by Deutsch New York

Client: Busch
Date: Jun 2018
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Busch beer has taken over an entire town in upstate New York to drive a message home that one dad just wants Busch beer for Father’s Day.

In a short film Busch shows that it will no longer stand idly by as hard-working, loyal dads are inundated with the bad, the weird and the unwanted gifts usually associated with Father’s Day, like ties, goofy hats and other half-hearted efforts. All Dad wants for Father’s Day is an ice-cold beer with his family, and Busch is helping to spread the word.

The film then introduces Joe Gray: father of three and resident of Cherry Valley, NY (population: 1,200). While he appreciates the effort his family goes to each year for Father’s Day, all he really wants is to crack open his favorite ice-cold beer and relax. So, Busch lobbied and campaigned in Cherry Valley to make sure that’s exactly what happened.

The brand, with the help of Deutsch NY, outfitted buildings, store-fronts and streets with signs to remind Gray’s family to do their dad right this year and get that guy some Busch. There are yard signs pleading with his sons to get their father Busch, plus cross-street banners, signs on the side of buildings, and even table tents at the diner. Interviews with locals, including the pastor, confirm that yes, Joe Gray does want beer for Father’s Day.


Chief Creative Officer: Dan Kelleher

Executive Creative Director: Jeff Vinick

Creative Director: Heather English

Creative Director: Marques Gartrell

Associate Creative Director: Paul Eliker

Associate Creative Director: Carla Butwin

Director of Integrated Production: Joe Calabrese

Producer: Lauren Pfahler

Director of Integrated Business Affairs: Maria Taris

Group Director, Integrated Business Affairs: Stacy Schwartz

Sr. Business Affairs Manager: Dawn Doumeng

Chief Strategy Officer: Matt Baker

Planning Director: Andrew Quay

Sr. Strategist: Rachel Gruber

Project Manager: Ashley Heisner

Account Director: Andrew Arnot

Account Supervisor: Madalyn McLane

Asst. Account Executive: Taylor Jerome

Client, Client Contact:

NA Marketing: Marcel Marcondes

Value and Beyond Beer Brands: Chelsea Phillips

Director, US Value Brands: Daniel Blake

Sr. Brand Manager and Digital Brand Manager: Conor Mason

Production Company: Steelhead

Director: Joe Pernice and Jeff Morgan

Director of Photography: Thomas Petersen

Production Sound Mixer: Miliken Gardner

Executive Producer: Jeff Morgan

Editorial Company: Steelhead

Editor: Juan Guzman

Asst. Editor: Erik Skattum

Producer: Samantha Addy

Executive Producer: Jeff Morgan


Colorist: Juan Guzman

Original Music: Pulse Music

Music by: Charles Humenry, Adam Miele, and Dan Kuby

Exec Producer: Dan Kuby

Audio Post Company: Steelhead

Mix Engineer: Juan Guzman

Producer: Sam Addy

Executive Producer: Jeff Morgan