Bud Light: King's Speech and Arrows by Wieden+Kennedy

Client: Bud Light
Date: Jan 2019
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Bud Light claims to be the first beer in the United States to add a comprehensive on-pack serving facts and ingredient label, with the unveiling of a new secondary packaging design that will hit stores in February, and the brand is using the King character from the ‘Dilly Dilly’ spots to get the word out.

As consumers are demanding more transparency from brands, Bud Light wants beer drinkers to have more information when it comes to choosing their brew, right at their fingertips on the packaging. In addition to listing the ingredients, the packaging will also include: serving size, calories, total fat, saturated fat, trans fat, carbohydrates, sugars and protein.

The long-running King character is featured in one spot, ‘King’s Speech,’ where he asks his scribe to take down a speech he plans to give to the kingdom about people knowing what ingredients are in their beer. He explains that he will put an ingredients label on every case of Bud Light to ensure that the kingdom’s favorite lager is brewed with the finest ingredients.

In a second spot, ‘Arrows,’ archers are firing arrows into the kingdom, with the ingredients label affixed to the shaft. As we hear yelps of pain from the townspeople below, the Bud Knight character enters and asks why they’re shooting arrows blindly into the kingdom. The response is sadly ignorant, so the knight suggests they instead just put the ingredients on the packaging.

Credits

CLIENT: Bud Light

W+K NEW YORK

Executive Creative Director

Karl Lieberman

Creative Directors

Brandon Henderson, John Parker

Copywriter

Jess Ghersi

Art Director

Kevin Kaminishi

Head of Integrated Production

Nick Setounski

Executive Producer

Temma Shoaf

Producer

Alexey Novikov

Producer

Jordan Leinen

Strategist

Brian Ritter

Social Strategist

Jonathan Irizarry

Group Account Director

Brandon Pracht

Management Supervisor

Alex Scaros

Account Supervisor

Marlee Caine

Project Manager

Vimal Patel

Head of Business Affairs

Patrick O’Donoghue

Business Manager

Justine Lowe

PRODUCTION

Production Company

O-Positive

Director

Jim Jenkins

Director of Photography

Trent Opaloch

Executive Producer

Marc Grill

EDITORIAL

Editorial Company

Arcade Edit

Executive Producer

Sila Soyer

Producer

Andrew Cravotta

Editor

Dave Anderson

Assistant Editor

Joe Petruccio

Social Content Editor

Jeff Lopus/Laurel Metzler

VFX

VFX Company

The Mill

Senior Producer

Clairellen Wallin

Producer

Michael Brown

Shoot Supervisor

James Mulholland

Creative Director

Nathan Kane

2D Lead Artist

David Forcada

2D Artist

Kshitij Khanna

2D Artist

Dhruv Shankar

2D Artist

Jeen Lee

2D Artist

Urosh Otashevich

2D Artist

Chris Riemann

TELECINE

Telecine Company

Company 3

Head of Color / Grade Artist

Tim Masick

Color Producer

Kevin Breheny

MIX

Mix Company

Sound Lounge

Mixer

Tom Jucarone

Producer

Becca Falborn

Music

Music Company

Walker

Producer

Stephanie Pigott

End Card

Company

Woodshop