Bud Light has always been synonymous with football, but their latest campaign for the 2024 college football season truly knocks it out of the park with laugh-out-loud humor.
Spearheaded by the comedic genius of actor and comedian Shane Gillis, who co-writes and stars in the campaign, Bud Light ensures fans are not only ready for the games but are also entertained beyond the usual pre-game festivities.
The centerpiece of the campaign, “The Dean’s Office,” created by Gillis’ agency Range Media, brilliantly melds humor with the beloved traditions of college football. Taking us back to the memorable Dean Wormer scene from Animal House (just showed my age), Gillis, playing a football coach, finds himself in a comedic jam in the dean’s office, where embarrassing stories are traded for cold Bud Lights.
The funny AF sketch effectively uses humor to create memorable dialogue and comedy, cementing Bud Light’s role in facilitating fan enjoyment during the football season. Watch below:
REELated:
Todd Allen, SVP of Marketing at Bud Light, captures the essence of the campaign: “As a passionate college football fan himself, Shane was the perfect partner to connect to our college football audience with his distinct style of humor.” This campaign not only emphasizes the brand’s commitment to sports but also to creating an inclusive and humorous atmosphere that enhances every game.
Directed by Gillis’ longtime comedy partner, John McKeever, the campaign’s tone is spot on, capturing the irreverent spirit that college football fans adore. The ad’s rollout on major networks such as NBC, ABC, and ESPN ensures it catches the eye of a nationwide audience, promising widespread chuckles and engagement.
Accompanying the campaign are Bud Light’s limited-edition college team cans, which sport more than 65 college team designs. These cans not only enable fans to show their team spirit but also include a QR code that enters them into a sweepstakes for game tickets—integrating marketing ingenuity with fan passion.
Bud Light’s approach to blending product promotion with entertainment, especially through the talents of Shane Gillis, sets a new standard for how brands can engage with sports fans in meaningful and hilariously memorable ways.
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1
