The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec


By Audrey Kemp | LA reporter

December 4, 2023 | 4 min read

The star-studded ad campaign includes Bud Light’s largest-ever Super Bowl ticket giveaway.

Bud Light is aiming to score big with football fans during the 2023-2024 NFL Playoffs with its latest ad campaign starring Super Bowl Champions and Pro Football Hall-of-Famers Peyton Manning and Emmitt Smith.

As the Official Beer Sponsor of the NFL, Bud Light debuted the TV commercial dubbed ‘Easy Rounds’ in the season’s 13th week on Friday, in tandem with the brand’s largest Super Bowl ticket giveaway to date, which the brand says grants the biggest Bud Light buffs the highest chances of winning.

Set to It’s So Easy by Margo & Mac, the ad aims to convey the “Super Bowl-level excitement” of throwing and receiving a game-winning pass, according to a release. It opens with a bustling filled with patrons, each of whom eagerly awaits Manning’s next move after he orders a Bud Light. After announcing a round for the bar, Manning, true to his quarterback finesse, steps into action, launching cans of Bud Light with a precise repertoire of deep throws, Hail Marys and perfect spirals. As a fan makes a diving catch, Dallas Cowboys running back Emmitt Smith joins in to call a touchdown and then joins Manning to distribute the brews to an ecstatic crowd.

Todd Allen, senior vice-president at Anheuser-Busch, commented: “The run-up to the Super Bowl only means one thing for Bud Light – it’s go time. Our strategy has always been to place the brand at the center of NFL fandom, while continuing to deliver epic experiences for NFL fans. We called on our friends Peyton Manning and Emmitt Smith to bring the fun back to the bar and kick-off our biggest Super Bowl ticket giveaway ever, putting fans in the stands for some of the most sought-after postseason matchups.”

What’s more, the campaign comes in tandem with Bud Light’s “largest Super Bowl giveaway ever,” running now through December 11. Consumers can enter for chances to win Playoff and Super Bowl tickets, along with tickets to ‘The Bud Light Backyard Tour Presents Zach Bryan’ concert and gift cards to UberEats and Instacart, by scanning Bud Light QR codes and showing off their love for Bud Light on social media.

Smith added: “Having won three Super Bowls, I know that the Super Bowl is one of the most incredible experiences for both fans and players. Giving fans the chance to attend a game this postseason is why I am so excited to partner with Bud Light throughout the NFL Playoffs. Together, we are making it easy for fans to enjoy an ice-cold beer and football at its greatest this season.”

The commercial, developed with creative agency Anomaly, is set to run throughout the 2023 NFL Playoff season until Super Bowl LVIII on February 11, 2024, and is part of Bud Light’s larger ‘Easy to Drink, Easy to Enjoy’ brand platform, established during last year’s Super Bowl.

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

Creative Creative Works Bud Light

More from Creative

View all