We're happy to oblige with our first reaction, even as we await the full versions of the ads.
Here's the gist of this two-minute teaser from its first 30 seconds...
This "unfiltered" beer-focused strategy for ShockTop would mean that--with Budweiser and Michelob Ultra--three of four Anheuser-Busch SuperBowl brands will be airing product-distinctiveness-based advertising on the big game.
What're A-B's odds of going 4-0?
If Bud Light's teaser is any indication, the answer is: not good at all.
In Bud Light's teaser, comedians Amy Schumer and Seth Rogen neither offer nor hint at anything special or distinctive about the beer. Bud Light's nothing but a prop in the two comedians' hands, the antithesis of product-distinctiveness. While both Bud Light and ShockTop use humor and celebrity, the former lacks a product feature akin to "unfiltered." If that proves to be the case across the board in the coming ads, it'll be a big miss. "Funny" and "clever" just aren't enough to sell beer. If they were, Old Milwaukee would've been a mega-success and Budweiser's talking frogs would still be talking.
Unless the coming Bud Light ads reveal what's provocative, distinctive, and special about the beer--in the way "unfiltered," "low-carb," and "Brewed the Hard Way" are employed by its corporate stablemates--we predict the "Bud Light Party" and its generic "Raise one" slogan--will suffer a crushing defeat in the beer aisle.
What a lost opportunity that would be.