Anheuser-Busch InBev (A-B) released Cutwater Spirits’ “Here’s to the Lazy Ones” commercial Friday – the first national Super Bowl spot for the ready-to-drink (RTD) canned cocktail-maker.
Inspired by Apple’s 1997 “Here’s to the Crazy Ones” ad, the 30-second black-and-white commercial (60-second online version below) shows comedic life hacks that ease daily life, from tenderizing meat with a massage gun, to using a giant blowtorch to melt snow.
Developed by AKQA Agency and directed by filmmaker Tom Kuntz, the commercial celebrates “lazy” innovators who “save time while still getting the most out of life,” – akin to drinking a ready-to-drink cocktail instead of preparing a traditional cocktail.
“The ready-to-drink spirits category has grown nearly triple digits over the past year and Cutwater Spirits is poised to lead category growth as more consumers discover the convenience of Cutwater’s bar-quality canned cocktails,” Fabricio Zonzini, A-B Beyond Beer president, said in a press release. “Cutwater’s big game spot will continue to accelerate awareness for this incredible brand as we focus on expanding Cutwater’s footprint across the nation.”
The commercial is the first iteration of Cutwater’s “work smarter, not harder” campaign that will continue through 2022, according to the release.
A-B also released its completed “Superior Bowl” series of ads, featuring Michelob Ultra, Michelob Ultra Organic Seltzer and Michelob Ultra Pure Gold. Set at the Superior Bowl bowling alley, the series will air in three chapters during the broadcast, directed by Oscar-nominated cinematographer Rachel Morrison and created by Wieden+Kennedy New York.
The first chapter is a 60-second spot, titled “Superior Bowl,” featuring major athletes bowling competitively: former NFL quarterback Peyton Manning;; tennis champion Serena Williams; Alex Morgan from the U.S. women’s national soccer team; Miami Heat player Jimmy Butler; Los Angeles Sparks player Nneka Ogwumike; and professional golfer Brooks Koepka. Actor Steve Buscemi is also featured, polishing Michelob Ultra glasses.
The ad features an equal number of men and women athletes – part of Michelob Ultra’s commitment to gender equality in sports, announced last August. The company has also committed to donating $100 million to increase the visibility of women in sports, and “dedicating 50% of its lifestyle media inventory to content that features and promotes female athletes and women’s sports by 2025.”
Chapter Two of the series – a 30-second spot titled “Caddy” – is a national spot for Michelob Ultra Organic Seltzer. The ad features Koepka contemplating beverage offerings, and asking his caddy what his next move should be, similar to how he would during a golf match. The caddy suggests the hard seltzer, which is available in four flavors: Watermelon Strawberry, Cucumber Lime, Spicy Pineapple and Peach Pear.
The third and final chapter of the series, which promotes Michelob Ultra Pure Gold, will air regionally in select markets including Houston, Dallas and Miami. The 30-second spot titled “Golden” features singer and actress Becky G, who says everything she has is gold – including her beer of choice – except for her records (which are platinum).
A 90-second version of the Superior Bowl ad is available on the Michelob Ultra YouTube channel. A-B has also created a “get home safe” advertisement featuring Peyton Manning, which will run on Michelob Ultra’s social and digital platforms after the game.
A-B Encourages Workers to ‘Make Time for The Life Artois’
A-B revealed its regional spot for Stella Artois Wednesday.
The 30-second “Make Time for The Life Artois” commercial features illustrated characters from Stella billboards coming to life, “guiding workers to a nearby restaurant where they are invited to savor each other’s company and make time to enjoy the Life Artois,” according to a press release.
“We want our fans to know that the good life is never too far away, and Super Bowl LVI presents the perfect moment for the brand to send out this message and thank the bar and restaurant workers who keep our business running with a unique opportunity to live that good life – or The Life Artois, as we call it — with their loved ones on game day,” Lauren Denowitz, Stella Artois head of marketing, said in the release.
The 360 marketing campaign will run on television, online, on social and in out-of-home (OOH) advertising through April.
Additionally, A-B created a 30-second pre-game regional spot featuring former NFL stars Eli Manning, Ryan Clark and Dan Marino. In the ad – which will air in New York, Miami, Atlanta and Las Vegas – the players surprise three bar and restaurant workers who “work on Super Bowl Sunday year after year” with tickets to the game.
To cover the work, Manning, Clark and Marino will be “picking up shifts” at the ticket recipients’ establishments in Los Angeles, Las Vegas and Miami, according to a press release.
“Bar and restaurant workers definitely help make game day a special experience,” Manning said in the release. “When Stella Artois came to me with the idea, I was game to step in. I’m excited, and a little scared, to fill in for [ticket-winner] Meg on Sunday and can’t wait to hear about her experience getting to savor Super Bowl LVI with a loved one.”
Bud Light Next Attempts to ‘Break Conventions’ at Super Bowl LVI
A-B will use this year’s Super Bowl to introduce consumers to Bud Light Next – the company’s first zero carb beer.
Bud Light Next – an 80 calorie, 4% ABV light beer – hit shelves nationwide February 7, after nearly 10 years of development. Its debut “Zero in the Way of Possibility” commercial “challenges fans to re-think the status quo,” showing people breaking from conventions.
The spot includes a nod to A-B’s recent partnership with the NFT project Nouns DAO, which is known for its pixelated digital glasses. In January, A-B announced Bud Light’s entry into NFTs with its “Bud Light N3XT Collection” – a collection of 12,722 unique tokens which “celebrates the passion points of today’s 21+ consumers.”
“As we usher in a new era of beer with the launch of Bud Light Next, we’re simultaneously seeing a revolutionary shift in the way brands engage with people on the internet,” Corey Brown, senior digital director for Bud Light, said in a press release. “Our NFT project celebrates this new era and those who similarly are breaking barriers in technology and creativity.”
The Cincinnati Bengals and Los Angeles Rams will face off in Super Bowl LVI on February 13 at Sofi Stadium in Los Angeles. Other featured A-B brands from the national broadcast include Bud Light Seltzer Hard Soda and Budweiser.