You know Bill Hicks joke about the "Busch beer" ad that he felt was truly honest? A woman opens a bottle on her Busch belt-buckle and the beer overflows foaming all over, as the VO says "Get yourself a Buschhhhh." While that ad may never have happened quite like that, this is getting close as it revitalizes the "busch" beer cracking ad mnemonic. This ad is also their Super Bowl debut.

The “BUSCHHHHH” spot was developed in conjunction with Deutsch New York, who was named Busch’s new lead creative agency in August 2016.
“We’re excited to be reintroducing Busch to the country at the big game. The creative, shot by director Harold Einstein, pays homage to the classic elements of Busch advertising while putting a fresh, comedic spin on it for today,” added Dan Kelleher, Chief Creative Officer of Deutsch’s NY office.

The “BUSCHHHHH” commercial airs during the first quarter of Super Bowl LI on February 5.

Busch’s 30-second Super Bowl spot revitalizes some of the brand’s iconic marketing assets like the “stream pull” and “BUSCHHHHH” can crack sound – which first appeared in 1978 and continued in different variations until 2009. The spot also introduces consumers to the Busch Guy for the first time, who will be featured in TV assets throughout the year. Additionally, the Busch cans featured in the commercial reflect the brand’s new look that will hit stores in early April.
“The goal for our first-ever Super Bowl commercial was to create a spot that was unmistakably Busch,” said Chelsea Phillips, Sr. Director of Value Brands at Anheuser-Busch. “By featuring our iconic ‘stream pull’ and the ‘BUSCHHHHH’ can crack sound, we created a relatable and funny spot, expected to resonate strongly with those consumers who have the same values that we do.”
Anheuser-Busch is among the Super Bowl’s most prolific advertisers, serving up some of the most memorable, humorous and touching commercials for decades. However, Busch’s first Super Bowl appearance is an unprecedented move, allowing the brand to further fuel recent growth and maintain its leadership position in the high-volume value segment, which accounts for 25% of total beer.
“Busch is staying true to who we are and what we stand for as a brand with the ‘BUSCHHHHH’ spot,” added Phillips. “Plus, the Super Bowl gave us the ideal platform to tease our refreshed packaging that will hit shelves in April.”
 

Deutsch Office: New York
Creative Credits:
Chief Creative Officer, North America: Pete Favat
Chief Creative Officer: Dan Kelleher
EVP, Executive Creative Director: Jeff Vinick
Associate Creative Director: Matthew Moyer
Associate Creative Director: Jeff Kopay
Director of Integrated Production: Joe Calabrese
Sr. Producer: Shane Smith
Copywriter: Jim LeMaitre
SVP, Director of Integrated Business Affairs: Maria Taris
VP, Group Director, Integrated Business Affairs: Stacy Schwartz
VP, Integrated Business Affairs: Jaymie Lipman
Sr. Strategist: Sidney Henne
Project Manager: Sean Gilleylen
SVP, Account Director: Andrew Arnot
Account Supervisor: Joey Ricci
Asst. Account Executive: Mick Potthast

Client, Client Contact:
US Vice President of Marketing: Marcel Marcondes
Sr. Director, US Value Brands: Chelsea Phillips
Sr. Brand Manager: Daniel Blake
Sr. Associate Brand Manager: Rob Chester
Associate Manager, Content and Media: Margot Weiss

Production Company: Dummy
Director: Harold Einstein
Executive Producer: Eric Liney

Editorial Company: Arcade Edit
Executive Producer: Sila Soyer
Producer: Fanny Cruz
Editor: Dave Anderson
Asst. Editor: Sam Barden
Flame Artist: Tristian Wake
Flame Assistant: Mark Popham

Telecine: Company 3
Sr. Producer: Rochelle Brown
Sr. Colorist: Tim Masick

Post/VFX Production Company: NTropic
Executive Creative Director: Nate Robinson
Creative Director | Lead Flame: Simon Mowbray
Managing EP/ Dir. of Business Dev.: Michael Bennett
Executive Producer: Michelle Hammond 
Producer: Kirsten Collabolletta
Flame Artist: Gurvand Tanneau
Flame Asst.: Jerome Knight

Music/Licensed Music Tracks: APM Music
Track: My Story Begins 60

Audio Post Company: Sonic Union
Producer: Pat Sullivan
Mix Engineer: Paul Weiss
Studio Director: Justine Cortale

Commercials: 
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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 after growing up in Kiruna, Raleigh and Jiddah.