NFTs and carb concerns dominate Bud Light Next Super Bowl spot
Bud Light Next has debuted its Super Bowl LVI advert, positioning the brand as the world’s first zero-carb beer to win over health-conscious sports fans.
Inspiring viewers with the message that there is ’zero in the way of possibility’, the uplifting campaign acknowledges four people who are breaking down barriers by refusing to be straight-jacketed by convention and the status quo.
Set to the invigorating rhythm of the Barbara Streisand hit Gotta Move, the piece illustrates how young people are breaking down barriers, from escaping the confines of cramped urban homes and bad dates to experiencing life in the country and a metaverse concert.
The campaign extends the brand’s entry into the fast-evolving domain of non-fungible tokens (NFT) with the appearance of the new Bud Light N3XT NFT Collection.
Andy Goeler, vice-president of marketing at Bud Light, said: “This Super Bowl, we celebrate a historic moment in Bud Light and Anheuser-Busch’s history: the introduction of Bud Light Next, our first-ever zero carb beer. 10 years in the making, Bud Light Next is a symbol of our continued commitment to innovation. Now, on advertising’s biggest stage, we’ll pay tribute to those who are pushing boundaries and redefining the world around us every day.”
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Underpinning this activity is a pledge to add a zero to the bank account of fans who enter its ’Spot a Zero, Add a Zero’ sweepstake.
Bud Light’s mathematical marketing manouvres echo that of its arch-rival Miller, which has enlisted the help of mathematician Ken Ono in a calculated display of its superiority.