Bud Light’s Super Bowl final needs a punchline

Wieden+Kennedy’s Bud Light Party for the Super Bowl is upon us (with Amy Schumer, Seth Rogen and now Paul Rudd and a cast of thousands) and…hmm.

As with the teaser there’s a crescendo of hype. The problem with such an approach is that you either need to reveal something completely amazing or, more likely, deflate the whole thing in a way that makes us laugh and somehow warm to what you’re selling. CDP in London used to be masters of the latter but that was 40 years ago.

Here’s ‘Raise One to Right Now,’ which suggests some options, not explored here.

The campaign’s already had plenty of attention – which is presumably what Bud Light wanted – and may improve if it runs through the US election build-up. But it’s teetering on the brink. If it falls off will Schumer, Rogen and Rudd’s careers ever recover?

MAA creative scale: 5.

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