Bud Light has released its ad for the 2024 Super Bowl, marking the brand’s biggest attempt to win back consumers after a rough financial year.
The ad features the Bud Light Genie, a mustached and 80s-shades-wearing man who grants wishes. It comes a little less than a year after the beer brand partnered with transgender social media star Dylan Mulvaney, which sparked major pushback online against the brand.
The ad, “Easy Night Out,” features several celebrities, including musician Post Malone, former NFL quarterback Peyton Manning, and Ultimate Fighting Championship President Dana White. The latter two celebrities have partnered with Bud Light in the wake of the Mulvaney partnership, with Bud Light being a UFC sponsor and Manning co-starring with former Dallas Cowboys running back Emmitt Smith for an ad called “Easy Rounds.”
The beer brand’s return to the Super Bowl, in which ads cost $7 million for a 30-second spot, aims to help it rebound after financial woes in 2023, with many citing its partnership with Mulvaney as a contributor to its rough year. However, Bud Light is attempting to look upward, citing a poll in November 2023 that showed 40% of ex-Bud Light consumers were willing to buy the drink again.
Former President Donald Trump also weighed in on the matter, calling the brand’s partnership with Mulvaney “a mistake of epic proportions.” However, he said Anheuser-Busch, which owns Bud Light, is “not a Woke company” and brought attention to how the company gives $700 million a year to farmers. Trump is asking his supporters to give the beer brand another chance ahead of a planned fundraiser being hosted by a lobbyist for the company.
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Country musician Kid Rock, a vocal Trump supporter, stated last year that Bud Light “deserved the black eye” but added that he believes “they got the message.” He made the statement months after he posted a video of himself shooting several cases of Bud Light on social media.
Beyond Bud Light, Anheuser-Busch will also air commercials for Budweiser and Michelob ULTRA, two other brands it owns.
