Bud Light is embracing humor for its Super Bowl commercial, featuring comedian Shane Gillis, musician Post Malone, and NFL legend Peyton Manning as suburban dads, known as the Big Men on Cul-De-Sac. The ad follows Bud Light’s long tradition of lighthearted Super Bowl campaigns, showing the trio engaging in absurd backyard antics like launching Bud Light cans from leaf blowers and turning a lawnmower into a meat smoker.
Todd Allen, Bud Light’s senior VP of marketing, says the ad is meant to resonate with everyday fans while keeping entertainment at the center. “We want the fans to be front and center in everything that we do,” Allen said. “We’re hoping our fans can see themselves in those neighborhoods across America, all those cul-de-sacs.” The ad leans heavily into Bud Light’s relationship with sports and pop culture, with Gillis representing college football fandom, Malone tied to country music, and Manning still holding influence in the NFL.
While the Super Bowl spot aims for broad appeal, Bud Light is also working to regain ground after a challenging year. The brand’s sales dropped in 2023 following backlash from a marketing campaign, though it remains the number-one beer in volume sales. Allen says this year’s ad is part of an effort to reconnect with a wide audience. “We’re for all 21-plus Americans, and we connect with millions of people across the country, from stadiums to bars to at-home gatherings,” he said.
In addition to the commercial, Bud Light is launching a BMOC-themed Instagram contest where winners receive cash and branded gear for a watch party. Malone will also perform at a pre-Super Bowl concert in New Orleans hosted by the brand. Allen emphasized that Bud Light is staying true to its identity by focusing on humor and relatability. “This year is about leaning into what has made Bud Light so iconic for so many years,” he said. “We want to make our fans laugh—and hopefully make them thirsty for a Bud Light.”
