Bud Light Seltzer Activates NFL Draft #Boothecommish Effort

With the virtual NFL Draft obviating the traditional booing of Commissioner Roger Goodell by fans in person, league sponsor A-B InBev is making sure that tradition will happen virtually in support of its Bud Light Seltzer brand. BL Seltzer launched #Boothecommish today on social media, encouraging fans to post their own videos of themselves booing Goodell with that hashtag. Winning submissions will air in a commercial with Goodell during the first round of the draft on Thursday. For every use of the hashtag, A-B InBev will donate $1 to the NFL’s Draft-a-thon for coronavirus pandemic relief.

The call-to-action spot shows footage of fans booing Goodell in the past: "This year's draft will be without its most noble tradition. ... Together, we can keep the tradition." The creative concept originated at ad agency Wieden+Kennedy, while sponsorship marketing agency Genesco Sports Enterprises plotted the activation through NFL channels.