Apparently, the Bud Light people weren't content to simply hint about their new ads. Two days after doing so on an orchestrated press jaunt, they went ahead and released the minute-long spot.
Before seeing them, we had been cynical about the ads based on the hype. We feared we were about to see another in a string of monumental advertising mistakes from the largest beer brand in the world. To, us it sounded like the new ads would be generic, mostly promoting drinking beer, rather than selling one brand, Bud Light.
To determine whether our fears proved justified, we recommended watching the ads--which had been pitched as debuting in the SuperBowl--with two thumbs-up/thumbs-down tests in mind:
- First, imagine the same ad with Miller Lite bottles and cans instead. Would it make as much sense for most any beer brand?
- Second, see if the new Bud Light ads tell folks something that's unique about that particular beer. Was there anything distinctive about the beer dramatized or featured?
No need to wait for the SuperBowl now...
Change the labels, and this could be Miller Lite. Or remove all the labels, and it could easily be an ad for the industry-promoting Beer Institute.
And thumbs down.
For the umpteenth time in the brand's history, nothing unique, distinctive, or interesting about the beer finds a place in Bud Light's ads.
What a shame. What a shame.