Guy Fieri is mayor of “Land of Loud Flavors” in Bud Light Seltzer Super Bowl spot

(Courtesy of Anheuser-Busch)

Bud Light Seltzer is making some serious noise with the debut of its newest Super Bowl commercial by welcoming fans to the “Land of Loud Flavors,” a magical universe that brings the bold and unexpected taste of Bud Light Seltzer and its most recent and loudest innovation, Bud Light Seltzer Hard Soda, to life – all with the help of the king of flavor himself, celebrity chef Guy Fieri.

“When fans think Bud Light Seltzer, they think big, bold, loud flavors that are consistently pushing the category and going above and beyond consumer expectations,” said Andy Goeler, VP of Marketing Bud Light. “There’s no more appropriate way to bring fans a taste of our latest innovation, Bud Light Seltzer Hard Soda, than by introducing our new universe “Land of Loud Flavors” on the biggest and loudest stage possible.”

Created by Wieden+Kennedy New York, the new :60-second spot tells the story of a group of friends who experience a blast of flavor after cracking open a can of Bud Light Seltzer Hard Soda, turning the nearby refrigerator into a portal to the magical world, “Land of Loud Flavors.” After entering, the friends are beckoned to present the bold taste of Bud Light Seltzer Hard Soda by none other than the mayor himself, Guy Fieri. After just one taste, Fieri declares Bud Light Seltzer Hard Soda to be the “Loudest Flavors Ever.”

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“Teaming up with Bud Light Seltzer for my first Super Bowl commercial feels like being the #1 draft pick. This team has always made the best commercials and I’m stoked I get to play for them,” said Fieri. “Bud Light Seltzer Hard Soda and I are all about loud flavors and I can’t wait for fans to see how the ‘Land of Loud Flavors’ comes to life!”

Bud Seltzer Contest

To officially welcome fans into the “Land of Loud Flavors,” the brand and Guy Fieri are offering one lucky consumer the chance to see their Name in the Big Game – Super Bowl LVI, forever immortalized in neon lights in both the “Land of Loud Flavors” and Super Bowl history. Now through February 8, fans can enter the “Get Your Name in the Big Game” sweepstakes by posting on social using #LandofLoudFlavors and #Sweepstakes or by entering at

The new spot celebrates the brand’s commitment to disrupting the seltzer category with permanent offerings like Bud Light Seltzer Retro Tie Dye and the all-new Bud Light Seltzer Hard Soda, in addition to limited edition packs like the seasonal Bud Light Seltzer Ugly Sweater and recent pucker-worthy Bud Light Seltzer Sour. Fans can quite literally hear the sound of Bud Light Seltzer come to life on screen as the “Land of Loud Flavors” opens up endless flavor possibilities.

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.

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