The latest NFL-themed ad in A-B’s “Up for Whatever’’ campaign debuts this weekend. The creative shows a diehard Broncos fan drinking Bud Light at a stadium parking-lot tailgate before a game. He then finds himself whisked onto the field, where he receives a game ball delivered by a parachutist and gets his name on the scoreboard. The Broncos iteration follows similar ads produced with teams to support A-B’s sponsorships with the Seahawks, Buccaneers and Eagles. Versions for the Rams and Patriots are forthcoming. A-B VP/Consumer Connections Lucas Herscovici said, “We want to show consumers that these kinds of things can happen to anyone, which allows us to authentically connect with consumers.” Herscovici also noted the campaign has been used to support A-B’s NBA deal and some music festivals sponsored by the brewer. Herscovici: “We’re creating content without needing to spend millions in production by simply having a simple enough (concept) that resonates with consumers and brings your partners on board so you can develop content together." The “Up For Whatever’’ campaign, created by BBDO, launched during Super Bowl XLVIII as a way for Bud Light to attract millennials, who have been shifting to craft beers and spirits. Herscovici said that since then, sales and brand metrics have increased -- enough so that there will be more “Up For Whatever” creative during February's Super Bowl XLIX.
