Busch Light and Grammy Award-Winning Saxophone legend, Kenny G, are coming together in what is sure to be the smoothest advertisement in Super Bowl History. The spot comes on the heels of a tremendous hot streak for Busch Light, as popularity soars not only in the Midwest, where Busch Light is the gold standard for beer, but in new markets across the country.
Head for the Mountains pays homage to Busch Light’s 1979 vintage jingle with a modern rendition. This is the first time Busch Light will have a major presence in the game in five years, coinciding with an all-time high in the brand’s popularity.
The spot features Kenny G delivering an electrifying performance of “Head for the Mountains,” bringing to life the beautiful sounds of crisp, cold, mountain refreshment you get every time you crack a Busch Light. The spot was created by the Martin Agency and is inspired by the iconic mountains — the ones you hike, the ones on the Busch Light can and the ones serenaded in the classic Busch commercials from the 70’s and 80’s. To bring the ballad back in a big way, the creative features giant, singing mountain spirits (including Kenny G) serenading Busch Light drinkers because, as the song goes, ‘every time you crack open a Busch Light, the mountains start singing’.
“More than 40 years ago, ‘it’s cold and it’s smooth, and it’s waiting for you’ launched Busch Light’s jingle into the hearts and minds of beer fans,” said Daniel Blake, Group VP, Budweiser & Value at Anheuser-Busch. “And when the time came to revive that iconic jingle, there was only one person smooth enough for the job, American jazz saxophonist, and one of the best-selling artists of all time, Kenny G. We can’t wait for Busch Light fans to see their favorite beer show up on one of the biggest days in sports.”
“Busch Light is about smoothness and refreshment, and if you’re familiar with my work, it should be pretty clear why this partnership works so beautifully! said Kenny G. “For this project, we tapped into the Busch Light archives and came up with a really energetic reprise of ‘Head for the Mountains.’ I’m excited for the fans to hear my sax on it, and hope they can enjoy the spot with a cold Busch Light in hand on game day!”
For fans looking to score some epic prizes courtesy of the brand as they head into gameday, tweet @buschbeer using #mountainofbusch #sweepstakes for your chance to win part of a mountain’s-worth of Busch Light*. For every #mountainofbusch post we see, we’ll add another prize to the mountain.
The Los Angeles Rams welcome the Cincinnati Bengals to SoFi Stadium for Super Bowl LVI on Sunday, February 13. The game will air on NBC and stream on Peacock.
Follow @buschbeer for more info and see full rules HERE.