This Bud Light spot directed by Ali Ali at Sonny London aims to impress the millennials by cheekily making fun of millennial advertising tropes. The jingle sings; "Super-cool girl, aspirational friends. Lifestyle ad with Bud Light at the end." With this ad that mocks all other ads, which by itself is a millennial advertising trope, Bud Light hopes to stand out in the UK market. We see people having fun on the beach, kite-surfing, beach buggying, dancing with masks on around a fire. There's your millennial-typical casting of ginger guy with full beard and girl with amazing soft afro. There's the cheeky camera following a models ass in tight swimpants, but in the name of equality the bum we're watching is a mans. There's even a bunny being petted, on a four poster bed, on the beach, while the sky behind him looks dark. Don't think too hard about it, just have a Bud Light. The ironic mocking of lifestyle ads began in the early nineties, so in that sense this idea should be considered a classic by now. It may not be a fresh idea, but it's more on brand than the Amy Schumer & Seth Rogen campaign was.

With this Bud Light has positioned itself as a "light-hearted beer for a try hard world," and the tagline is "Keep it Bud Light."

Agency: Wieden + Kennedy London
Client: Bud Light
Creative Director: Ray Shaughnessy
Creative Director: Dan Norris
Creative: Adam Newby & Will Wells
Executive Creative Director: Tony Davidson
Executive Creative Director: Iain Tait
Group Account Director: Nick Owen
Account Director: Will Hunt
Account Manager: Holly Baker-Cliff
Planning Director: Andy Wright
Planner: Harriet Lowson
Creative Producer: Danny Wallace
TV Producer: Richard Adkins
Production Company: Sonny London
Director: Ali Ali
Producer: Tim Wild
Music & Vocals: Kelly McCullough
Post Production: MPC
Post Producer: Louise Unwin
Sound Designer: Aaron Reynolds
Sound Designer: Wave Studios
Voiceover Artist: David Callahan

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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