Bud Promo, Case study STRANDED by Cannonball

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Industry Beers and Ciders
Media Promo & PR, Case study
Market United States
Agency Cannonball
Director Craig Gillespie
Associate Creative Director Brian Fauss
Creative Director Mike Binnette
Editor Griff Henderson
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)
Agency Producer: Johnny Chambers (Johnny Chambers)
Director: Craig Gillespie (MJZ)
Director of Photography: Janusz Kaminsky (MJZ)
Editor: Griff Henderson (School Editing)
SFX Supervisor: Dave Gyles (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 #6 in Neilsen's "Top 10 Most Recalled Super Bowl Ads." Source: The Neilsen Company, 2/7/10.

Creative Execution
A group of stranded island passengers has just found something that could drastically improve their situation. The "Stranded" 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.