Bud: STRANDED

Credits & Description:

Category: Fast Moving Consumer Goods

Advertiser: ANHEUSER-BUSCH

Product/Service: BUD LIGHT BEER

Agency: CANNONBALL

Date of First Appearance: Feb 7 2010 12:00AM

Entrant Company: CANNONBALL, St Louis, USA

Cheif Creative Officer: Steve Hunt (Cannonball Advertising)

Creative Director: Mike Binnette (Cannonball Advertising)

Associate Creative Director: Brian Fauss (Cannonball Advertising)

Agency Producer: Johnny Chambers (Johnny Chambers)

Director: Craig Gillespie (MJZ)

Director of Photography: Janusz Kaminsky (MJZ)

Editor: Griff Henderson (School Editing)

SFX Supervisor: Dave Gyles (Axyz)

Music Director: Vanya Drakul (Pirate Toronto)

Media placement: Television - National Broadcast - 7 February 2010



Results and Effectiveness

Commercial was aired for the 2010 Super Bowl. The spot was ranked #6 in Neilsen's "Top 10 Most Recalled Super Bowl Ads."

Source: The Neilsen Company, 2/7/10.



Creative Execution

A group of stranded island passengers has just found something that could drastically improve their situation.

The "Stranded" television concept delivered on the brand insight - escalating a fun time together - and worked to introduce the new brand tagline, "Here We Go."



Insights, Strategy & the Idea

Deliver on the Bud Light Brand promise: Bud Light is the universal sign of a good time. When you have Bud Light everyone gets in on the good time.

The target is 21-35 year old beer drinkers, who believe that Bud Light is a fun-loving brand.

The unique insight: Research indicated consumers believed having Bud Light on hand meant things were going to be more fun, and not typical.

Delivering on Bud Light's unique sense of fun was crucial to client and target.