In Amusing New Ads, Deutsch Revives the Refreshing Sound of Buschhhhhhhhhhh

Two years later, the can still sends out a siren's call

Kicking off during the 2017 Super Bowl, the Busch can-cracking campaign is back with a series of new spots. Busch

What does refreshment sounds like? The answer, of course, is “Buschhhhhh.”

That intensely annunciated brand moniker—given added aural oomph by the pop/schhhhhh opening of a Busch can—debuted in a Super Bowl commercial by Deutsch two years ago.

The latest spots from the agency use the same gag to good effect. And of course, woodland wackiness from flannel-shirted pitch-dude Gerald Downy and his pals sets up the salient sound-offs.

Below, in a half-minute installment that ran regionally during Sunday’s Big Game broadcast in Illinois, Iowa, Minnesota, Missouri and Nebraska—big markets for the brand—a befuddled blindfolded bro bungles a “refreshment challenge.”

“The decision to run this spot locally came down to the fact that this is where Busch beer really is at home,” says Daniel Blake, senior director of U.S. value brands, at Anheuser-Busch. “As a brand, we embody the values of many of the people in those areas: down to earth, value simplicity, family—while bringing a sense of humor to everything we do.”

Nearly three times more Midwestern households buy Busch than the national average, the client says.

Next, 30 seconds of…camouflage humor, what else?

Finally, a pair of 15-second clips starring birds. One swoops in for the kill, the other’s way more chill:

Boo-yah! Toss that falcon a cold one!

Along with the TV spots, Busch has developed digital and social elements, podcast breaks, billboards and live activations to make the “Sound of Refreshment” concept resonate all year long.

Here’s a look back at the original spot from 2017:


Agency: Deutsch, New York
Chief Creative Officer: Dan Kelleher
Executive Creative Director: Jeff Vinick
Creative Director: Heather English
Creative Director: Marques Gartrell
ACD Copywriter: Danny Price
ACD Art Director: Vijay Patil
Director of Integrated Production: Joe Calabrese
Executive Producer: Andrea Curtin
Producer: Halley Mangano
Director of Integrated Business Affairs: Maria Taris
Group Director, Integrated Business Affairs: Stacy Schwartz
Sr. Business Affairs Manager: Nikki Balekjian
Project Manager: Ashley Heisner
Account Director: Andrew Arnot
Account Supervisor: Madalyn McLane
Assistant Account Executive: Hannah Duchardt

Production Company: Radical Media
Director: Steve Miller
Executive Producer: Gregg Carlesimo
Line Producer: Laura Heflin
Director of Photography: Eric Schmidt

Editorial Company: Mackcut
Editor: Ian Mackenzie
2nd Editor: Mike Leuis
Assistant Editor: Cooper McLane
Post Producer: Gina Pagano
Sound Engineer: Sam Shaffer

Telecine: Tim Masick at Company3

Original Sting: JSM

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.