Its “Easy to Summer” ad showed people cooling off in the heat with Bud Light, while its campaign to kick off the NFL season featured real football fans.
In that vein, Todd Allen, vice-president of marketing for Bud Light, told Adweek the brand focused on three fundamentals when developing its Super Bowl ad: fans, humor and talent.
“Fans will continue to be at the center of everything Bud Light does—and every creative decision we make ultimately comes back to how it will connect with our fans,” Allen said.
The Bud Light Genie joins the ranks of iconic brand characters such as the Bud Knight, who famously met his fate in the 2019 Bud Light x Game of Thrones crossover Super Bowl ad, and the “I Love You, Man” guy from the 1990s.
Crucially with the genie, who doesn’t seem to take many things seriously, the character had to have a sense of humor, said Allen.
“Humor has always been at the heart of the Bud Light brand, especially when it comes to our iconic Super Bowl commercials,” he explained. “The Bud Light Genie embodies easy enjoyment, which you’ll see as he grants some insane wishes throughout the spot and in real life for our fans throughout the year. We want people talking about this spot on Monday morning and going back to the Bud Light Genie to see what ‘Easy Wishes’ he might unlock for them.”
Last year’s Super Bowl ad starring Miles Teller and his wife Keleigh ranked sixth on the USA Today Ad Meter.
Two other Anheuser-Busch brands, Budweiser and Michelob Ultra, are also advertising during the Super Bowl.
For the latest Super Bowl 58 advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2024 Ad Tracker and the rest of our stories here. And join us on the evening of Feb. 11 for the best in-game coverage of the commercials.
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