Bud Light Party

Anheuser Busch is running “Bud Light Party”, an integrated advertising campaign timed for launch in the lead up to the 50th Super Bowl and in anticipation of the 2016 USA Presidential elections. Comedic duo Amy Schemer and Seth Rogen appear on CBS, and actor Michael Peña appears on ESPN Deportes. will celebrate bringing people together – for fun – over a beer. The Bud Light Party is the first campaign to bring to life Bud Light’s new “Raise One to Right Now” tagline, designed to provide a unique and light-hearted Bud Light perspective on timely cultural moments – starting with Super Bowl 50. Right now there is nothing more timely or talked about than the presidential election. At a time when debates get heated and “unfriending” is at an all-time high, The Bud Light Party offers something everyone can agree on. A party that invites everyone. A party that knows how to party. A party that isn’t a political party at all.

Bud Light Party

“America. They say we’re a nation divided. They say we disagree on everything. But they’re wrong. We agree on a lot. Like liberty. Justice. Three-day weekends. Funny t-shirts. Jeans. Free parking. Burritos. Sliding on hardwood floors in socks. Cat videos. And beer. Nothing brings America together like Bud Light. That’s why we formed the Bud Light Party. A party for everyone: man or woman, liberal or conservative, Broncos or Panthers fan. We don’t care about labels. Beer should have labels, not people. We’re not stuck in the past. We’re unstuck in the present. We are the fake political party America needs right now. Because no matter where we all stand on the issues, we all sit on bar stools. America has seen the light. And there’s a Bud in front of it.”

“This is more than just a Super Bowl ad,” said Bud Light vice president Alexander Lambrecht, “it’s a completely new communication of what Bud Light stands for – inclusivity, positivity and fun. The Bud Light Party allows our brand to live in the right now.”

“Bud Light occupies such a unique place in American culture. We embraced the opportunity to work together on connecting the brand to beer drinkers in a way that’s definitely uncharted, but still very true to the brand,” said Wieden+Kennedy New York executive creative director Karl Lieberman. “With ‘Raise One to Right Now,’ Bud Light opens up real conversations with beer drinkers about the things that matter to them most.”

Raise One to Right Now Bud Light Party poster
Bud Light Party rally


The Bud Light Party campaign was developed at Wieden & Kennedy New York by executive creative directors Karl Lieberman and Colleen DeCourcy, creative directors Stuart Jennings and Gary Van Dzura, copywriter Howard Finkelstein and art director Grant Mason (English), copywriter Roberto Lastra and art director Jessica Shriftman (Spanish), project managers Lauren Amato (English) and Cory Chonko (Spanish), project manager Cory Chonko, head of content production Nick Setounski, producers Alison Hill (English) and Cheryl Warbrook (Spanish), assistant producer Lisa Delonay, strategist Nick Docherty, account team Brandon Pracht, Price Manford, Alex Scaros, Kyle Glackin, Carina Polini, business affairs team Sara Jagielski, Justine Lowe and Carolina Hernandez.

Filming for the English language version was shot by directors Neal Brennan and Evan Goldberg via Caviar Los Angeles, with executive producers Michael Sagol and Jasper Thomlinson, producer BP Cooper, director of photography Jeff Cronenweth, D.C. Plate Shots director Ben Zlotucha and director of photography Matt Egan.

Editing was done at Arcade Edit by editors Geoff Hounsell and Jeff Ferruzzo, assistant editors Matt Ferran and Jon Dean, executive producer Sila Soyer, producers Alexandra Leal, Anna Butler, and Cristina Matriacia, with VFX lead Flame artist Tristan Wake.

Post production was done at The Mill by production coordinator Devan Maura Saber, matte painter Carlos Nieto, executive producer Chris Kiser, 3D lead artist Edward Shires, 3D team Wyatt Savarese, Sean Dooley, Paolo Cogliati, 2D lead artist Ilia Mokhtareizadeh, 2D artists Michael Smith, Jamie Scott, Kshitij Khanna, Burtis Scott, John McIntosh, Kevin Quinlan, Jimmy Bullard, matte painter Carlos Nieto, motion graphics artist Mikhael Villegas, and colourist Michael Rossiter.

Colourist was Tom Poole at Company 3.

Sound was mixed by Steve Rosen at Sonic Union.

Music, “Victory Lap”, was produced at MassiveMusic by executive producers Scott Cymbala and Keith Haluska, senior producer Kiki McDaniel, creative directors Ben Einziger and Diederik Van Middelkoop.

Music, “Road to Victory (rev 3)”, was produced at Squeak E Clean by composer Stuart Rowe and senior producer Amy Crilly.

Filming for the Spanish language version was shot by director Nico Kasakoff via Nunchaku. Editor was Andres Quaranta at Joint Editorial with producers Steven Schmidt and Michelle Carman.