Bud Light‘s television commercial, ‘Secret Fridge’ first screened during the Super Bowl XL, February 2006. The TV ad features the inadvertent transfer of Bud Light beer from one apartment to an adjoining apartment. The spot was the winner of the USA Today survey of Super Bowl commercial popularity.
As a young man (played by Brian Callaway) fills his fridge with Bud Light, his friend (played by Garrett Brawith) asks, “Hey! The guys are coming over to watch the game. Aren’t you worried about them drinking all the Bud Light?” He replies, “Not to worry. Look what I had installed.” He pulls down the light fixture, and hey presto a section of the wall swivels around, replacing the fridge with a side table, chairs and painting. “A secret revolving wall. Dude, you’re a genius.”
In the apartment through the wall, another young man (played by Brandon Keener) is pulling beers out of the newly appeared fridge. “Guys, hurry up! The magic fridge is back!”. Three guys leap to his assistance. The final voiceover: “Refreshingly smooth Bud Light. Always worth it.” The final shot has the four room mates bowing down worshiping the side table and chairs, chanting “Magic Fridge. Magic Fridge”.
The Bud Light ‘Secret Fridge’ campaign was developed at DDB Chicago by creative director Dan Fietsam, art director Steve Bougdanos, copywriter Patrick Knoll, executive producer Marianne Newton. Also credited are chairman and chief creative officer Bob Scarpelli, group creative director Mark Gross and production business manager Patty Phassos.
Editor was David Baxter at Panic & Bob, Toronto.
Visual Effects and online editorial work was done at AXYZ, Toronto. Music was by Sandy Torano at Scandal Music, Chicago. Audio Mixers were Loren Silber at Lime, Santa Monica and David Gerbosi at CRC, Chicago.