After the massive boycott of Bud Light following the disastrous partnership with transgender activist Dylan Mulvaney in 2023, the once prominent beer brand is trying to win back drinkers with a new ad called “Wrong Commercial,” starring famous comedian Shane Gillis. As Bud Light tries to regain market share after its steep decline over the past year, its marketing strategies have changed drastically compared to the woke collaboration with Mulvaney.
The ad depicts Gillis as being a normal actor who is scheduled to be a beer commercial at a bar but instead finds himself placed in a strange, artistic ad, reminiscent of the recent woke commercial from Jaguar. Gillis reacts to the scenario in confusion as a normal person would. The ad cuts to the alternative-looking actor for the commercial Gillis was in, sitting at a bar eating wings and drinking Bud Light, having a great time.
Users on social media reacted to the clip, praising the pivot in advertising strategy from Bud Light. Sharing the clip on X, one user wrote, “Bud Light just released this hilarious new ad with Shane Gillis. This is the second commercial they’ve done with Shane in the last few months. Old school beer ads continuing to make a comeback! I think Bud Light is gonna have a big 2025.”
However, others noted that Bud Light still has an uphill battle to regain prominence amid shifting consumer preferences. “As a bartender i’m telling you that 3 years ago everyone ordered Bud Light on gameday. Now? It’s like a pariah. Miller, Coors, Michelob Ultra. Occasionally we get Bud Light. Also “kids” really aren’t into light beers. Lots of Guinness sold now. Lots,” they wrote.
Other commenters remained skeptical about the disgraced beer brand trying to earn back the trust of its former customers. One person said, “Bud light made their bed, now they live with it. Most bud light beer drinkers have already switched and they’re not going back. Shane Gillis is a great comedian, but I think the voters just showed you what they think of celebrity endorsements. Bud light showed everyone who they are: “When someone shows you who they are believe them the first time.” ― Maya Angelou.”
Watch the ad below:
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The American Tribune reported extensively on the Bud Light controversy surrounding the Vice President of Marketing Alissa Heinerscheid, who was reportedly responsible for making the beer’s marketing more inclusive. She slammed the company’s brand image of being “fratty” and “out of touch” suggesting Bud Light should reevaluate how it relates to consumers.
Heinerscheid said, “I’m a businesswoman. I had a really clear job to do when I took over Bud Light and it was, this brand is in decline. It’s been in decline for a really long time. And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light. So I had this super clear mandate, like we need to evolve and elevate this incredibly iconic brand and my what I brought to that was a belief in okay, what is what are we what does evolve and elevate mean? It means inclusivity it means shifting the tone. It means having a campaign that’s truly inclusive and feels lighter and brighter and different and appeals to women and to men and representation is it sort of the heart of evolution, you got to see people who reflect you in the work and we have a hangover. I mean, Bud Light had been kind of a brand of fratty. Kind of out of touch humor, and it was really important that we had another approach.”
Note: The featured image is a screenshot from the embedded video.