Bud Light will be advertising in Super Bowl 2017, but with a new approach. The beer brewer is set to air one 60-second commercial with its new tagline ‘Famous Among Friends.’ A one minute, thirty-five-second teaser, ‘Ghost Spuds’ has been released. In the teaser, the brand revives the original party animal, bull terrier Spuds MacKenzie, as a ghost whose soul can’t rest when friends don’t drink Bud Light together. Spuds MacKenzie, voiced by actor Carl Weathers, takes homebody Brian on a Ghost of Christmas past type of journey to show him what he is missing when he skips socializing with his friends over some Bud Light. The playboy pup brings Brian to present day and drops him at his friend’s house with enough Bud Light to share and reminds him of the importance of friendships. Spuds MacKenzie, originally voiced by Robin Leach, ran onto the scene in 1987 and was extensively used in Bud Light’s advertising campaigns throughout the late 80’s. The ‘Famous Among Friends’ campaign is a very different direction from Super Bowl 50’s politically themed ‘The Bud Light Party’ starring Amy Schumer and Seth Rogen, which took 12th place in our overall digital engagement rankings with 2.69% Digital Share of Voice.
Bud Light Super Bowl 2017 Extended TV Commercial, ‘Ghost Spuds’
The restless spirit of Spuds McKenzie returns in Bud Light’s Super Bowl LI commercial. The dog ghost of Bud Light Past appears in Brian’s living room to show him what he’s been missing by neglecting to drink Bud Light with his friends. Brian has missed out on classic inside jokes like “bacon legs” and wasn’t there to help out his buddies with an obvious trivia question. The proof is in the pants: it’s not just about the parties, it’s about the friendships.
Duration: 95s
Status: Online-Only
Advertiser: Bud Light
Advertiser Profiles: Facebook, Twitter, YouTube
Product: Bud Light
Mood: Funny
Super Bowl Commercial: Super Bowl LI, 2017, TBD
Events & Venues: Super Bowl LI Feb 5, 2017 at NRG Stadium
Animal: Dogs
Agency: Wieden+Kennedy New York
iSpot.tv Review
Bud Light is an official Super Bowl 2017 advertiser. They are set to air one 60-second ad during the game titled “Ghost Spuds.” Last year, Bud Light aired a commercial titled “The Bud Light Party” featuring Amy Schumer and Seth Rogen that ended up ranking #11 on the iSpot.tv Super Bowl Ad Performance Report with a 3.39% digital share of voice, 26,632 social actions, over 1.4 million earned views and over 63.1 million TV impressions.
Bud Light – Super Bowl 2017 Pre-game Performance
| Performance Insights
Digital SOV: 1.30% Social Actions: 7,340 Earned Views: 1,444,490 Sentiment: n/a Gender: n/a Primary Age: n/a Tune Out Rate: n/a |
Media Measurement
Online Views: 2,571,062 Social Impressions: 4,270,265 TV Impressions: n/a Facebook Views: 1,126,572 Airings: Online Only Est. TV Spend: $0 |
Bud Light – Super Bowl 2016 Pre-game Performance
| Performance Insights
Digital SOV: 4.01% Social Actions: 127,844 Earned Views: 5,095,470 Sentiment: 93% positive Gender: 48% Males | 52% Females Primary Age: 25-34 (37%) Avg. View Rate: n/a |
Media Measurement
Online View: 13,295,242 Social Impressions: 22,905,308 TV Impressions: n/a Facebook Views: 6,669,427 Airings: 591 Est. TV Spend: $5,040,257 |
Bud Light – Super Bowl 2016 Game Day Performance
| Performance Insights
Digital SOV: 3.39% Social Actions: 26,632 Earned Views: 1,477,897 Sentiment: 79% positive Gender: 56% Males | 44% Females Primary Age: 25-34 (36%) Avg. View Rate: 95.86% |
Media Measurement
Online View: 1,611,728 Social Impressions: 48,231,694 TV Impressions: 63,103,752 Facebook Views: 133,831 Airings: 45 Est. TV Spend: $9,246,109 |
Bud Light – Super Bowl 2016 Overall Performance
| Performance Insights
Digital SOV: 2.69% Social Actions: 172,104 Earned Views: 13,896,963 Sentiment: 89% positive Gender: 49% Males | 51% Females Primary Age: 25-34 (36%) Avg. View Rate: 95.86% |
Media Measurement
Online View: 23,092,487 Social Impressions: 87,003,831 TV Impressions: 63,537,387 Facebook Views: 6,849,311 Airings: 1,607 Est. TV Spend: $19,808,000 |