Check Out Busch’s Surprisingly Funny 30-Second Super Bowl Spot

Brand's Big Game debut from Deutsch in New York

Busch's new packaging will hit shelves in April. - Credit by Busch Beer
Headshot of Kristina Monllos

Busch will make its Super Bowl debut with a goofy 30-second spot from Deutsch in New York. The ad, which will introduce the brand’s new spokesman, the Busch Guy, will run in the first quarter.

Anheuser-Busch is hoping that prime placement in the Big Game will help grow the Busch brand, which has had “positive momentum” from its “return to the racing space,” explained Chelsea Phillips, senior director of value brands at Anheuser-Busch.

Added Phillips, “We’re excited to continue to fuel the momentum using Super Bowl as an asset.”

The company had initially planned to keep its Super Bowl ad for Busch under wraps until Feb. 5, but after internal discussions, it changed course and has released the full ad, which you can check out below.

Even though the Busch Guy is a white muscular man with a beard and flannel shirt, he’s not meant to be the beer category’s Brawny Man. “We had lots of conversations around the shirt,” said Phillips.

“He is really a representation of the brand, and later in the year, you’ll see him interact more with consumers, if you will, in other TV advertising. And we really just want to have some fun with him,” she said. “Obviously, he’s got some great facial expressions, as you’ll see coming up, and it’s a good runway for us. And he’s a good spokesman to do it.”

The gag in the spot echoes the classic Busch advertising from the 1970s, when the product’s onomatopoetic name was spoken just as a beer can was being opened, as seen here:

“We’re excited to be reintroducing Busch to the country at the Big Game,” said Dan Kelleher, chief creative officer at Deutsch in New York, in a statement. “The creative, shot by director Harold Einstein, pays homage to the classic elements of Busch advertising while putting a fresh, comedic spin on it for today.” 

The ad also showcases new packaging for the beer, from design firm LPK, which will be on shelves in April.

Agency: Deutsch
Agency Office: New York
Creative Credits:
Chief Creative Officer, North America: Pete Favat
Chief Creative Officer: Dan Kelleher
EVP, Executive Creative Director: Jeff Vinick
Associate Creative Director: Matthew Moyer
Associate Creative Director: Jeff Kopay
Director of Integrated Production: Joe Calabrese
Sr. Producer: Shane Smith
Copywriter: Jim LeMaitre
SVP, Director of Integrated Business Affairs: Maria Taris
VP, Group Director, Integrated Business Affairs: Stacy Schwartz
VP, Integrated Business Affairs: Jaymie Lipman
Sr. Strategist: Sidney Henne
Project Manager: Sean Gilleylen
SVP, Account Director: Andrew Arnot
Account Supervisor: Joey Ricci
Asst. Account Executive: Mick Potthast

Client, Client Contact:
US Vice President of Marketing: Marcel Marcondes
Sr. Director, US Value Brands: Chelsea Phillips
Sr. Brand Manager: Daniel Blake
Sr. Associate Brand Manager: Rob Chester
Associate Manager, Content and Media: Margot Weiss 

Production Company: Dummy
Director: Harold Einstein
Executive Producer: Eric Liney

Editorial Company: Arcade Edit
Executive Producer: Sila Soyer
Producer: Fanny Cruz
Editor: Dave Anderson
Asst. Editor: Sam Barden
Flame Artist: Tristian Wake
Flame Assistant: Mark Popham

Telecine: Company 3
Sr. Producer: Rochelle Brown
Sr. Colorist: Tim Masick

Post/VFX Production Company: NTropic
Executive Creative Director: Nate Robinson
Creative Director | Lead Flame: Simon Mowbray
Managing EP/ Dir. of Business Dev.: Michael Bennett
Executive Producer: Michelle Hammond
Producer: Kirsten Collabolletta
Flame Artist: Gurvand Tanneau
Flame Asst.: Jerome Knight

Music/Licensed Music Tracks: APM Music
Track: My Story Begins 60

Audio Post Company: Sonic Union
Producer: Pat Sullivan
Mix Engineer: Paul Weiss
Studio Director: Justine Cortale


@KristinaMonllos Kristina Monllos is a senior editor for Adweek.