Busch Light will again be part of the Super Bowl ad line-up this year, with a spot featuring Grammy-winning singer-songwriter Sarah McLachlan. The new commercial will showcase her hit song “Angel,” as well as her naivete about animals.
The Martin Agency created the spot.
Kenny G appeared in the company’s 2022 Super Bowl “Head to the Mountains” ad.
In addition, the new ad capitalizes on the company’s “Mountains” theme. The rugged Busch Guy will offer viewers his “Busch Guide” throughout 2023.
The handy guide provides important survival tips in the great outdoors. They include, among other key lessons, finding fresh water, facing a black bear and avoiding poison ivy.
Krystyn Stowe, head of marketing for Busch Family Brands at Anheuser-Busch, told Agency Daily: "Busch Light fans will love our spin on Sarah McLachlan’s iconic commercial as they always appreciate a bit of humor that ultimately serves a good cause — especially when it comes to great outdoors we both hold dear.”
The “Head to the Mountains” work has spun off various outdoor efforts, such as “Pee in a Busch,” encouraging people to use a funnel and a can, rather than urinating on trees, which harms the environment, “John Deere” and “Busch Light Solar Cookers.”
Busch Light has long utilizes celebrities to push its brand messages.
In 2016, actor-comedians Amy Schumer and Seth Rogen rode horses and dressed in patriotic costumes as they rallied for a Bud Light Party.