Bud Promo, Case study LIGHT HOUSE by Cannonball

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Industry Beers and Ciders
Media Promo & PR, Case study
Market United States
Agency Cannonball
Director Mike Bigelow
Associate Creative Director Brian Fauss, Joe Bishop
Creative Director Mike Binnette
Editor John Devries
Released February 2010

Credits & Description

Category: Fast Moving Consumer Goods
Product/Service: BUD LIGHT BEER
Date of First Appearance: Feb 7 2010 12:00AM
Entrant Company: CANNONBALL, St Louis, USA
Cheif Creative Officer: Steve Hunt (Cannonball Advertising)
Creative Director: Mike Binnette (Cannonball Advertising)
Associate Creative Director: Brian Fauss (Cannonball Advertising)
Associate Creative Director: Joe Bishop (Cannonball Advertising)
Agency Producer: Bob Jackson
Director: Mike Bigelow (Gartner)
Director of Photography: Sal Totino (Gartner)
Editor: John Devries (School Editing)
SFX Supervisor: David Giles (Axyz)
Music Director: Vanya Drakul (Pirate Toronto)
Media placement: Television - National Broadcast - 7 February 2010

Results and Effectiveness
Commercial was aired for the 2010 Super Bowl. The spot was ranked #3 among all Super Bowl commercials in the USA Today Ad Poll rankings. The commercial was ranked #5 in the Neilsen IAG" Top 10 Most-Liked" Super Bowl Ads.

Creative Execution
His friends think that he built his house entirely out of empty Bud Light cans. But they're not empty! The "Light House" television concept delivered on the brand insight - escalating a fun time together - and worked to introduce the new brand tagline, "Here We Go"

Insights, Strategy & the Idea
Deliver on the Bud Light brand promise: Bud Light is the universal sign of a good time. When you have Bud Light, everyone gets in on the good time. The target is 21-35 year old beer drinkers, who believe that Bud Light is a fun-loving brand. The unique insight: Research indicated consumers believed having Bud Light on hand meant things were going to be more fun, and not typical. Delivering on Bud Light's unique sense of fun was crucial to client and target.