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It\u2019s the most wonderful time of the year\u2014the start of the NFL season, and the ad campaigns that come with it.<\/p>\n
Bud Light, the official beer partner of the league, keeps its football marketing efforts turned on year-round, according to Bud Light\u2019s SVP of marketing Todd Allen, but a major moment like opening day on Sept. 4 called for a fresh campaign.<\/p>\n
\u201cThis is my favorite time of year,\u201d Allen told Marketing Brew. \u201cIt\u2019s go time for Bud Light.\u201d<\/p>\n
The brand\u2019s latest work, which rolled out Thursday, features an ad starring longtime partner and football legend Peyton Manning, as well retail and experiential components meant to double down on Bud Light\u2019s presence \u201cwherever our fans are\u201d through the upcoming season.<\/p>\n
He chutes, he scores:<\/strong> Bud Light is kicking off its campaign with an ad called \u201cParachute\u201d that\u2019s meant to deliver on the brand\u2019s usual humorous approach to content, according to Allen. The ad opens on a shot of a can of Bud Light being cracked open at a football game, followed by Manning parachuting into the stadium. As he descends, he spots a glass of Bud Light and calls one of his famous \u201cOmaha\u201d audibles, changing directions to head toward the beer, which turns out to be a billboard.<\/p>\nThe spot reflects \u201cthe great lengths that our fans go to for their favorite team and for their favorite beer,\u201d Allen said, and is aimed at celebrating that passion while ideally getting a chuckle out of audiences by taking the concept to the extreme.<\/p>\n
The ad will run in 15- and 30-second versions across TV, digital, and social platforms beginning today, which marks the official start of Week 1 of the NFL preseason following last week\u2019s Hall of Fame Game.<\/p>\n
Full field:<\/strong> Manning is a veteran of Bud Light ads, and \u201cParachute\u201d is his sixth appearance in a campaign for the brand. He\u2019s previously appeared in Bud Light\u2019s 2025 Super Bowl spot and, most recently, its parody sketch that ran as part of a partnership between Bud Light, Netflix, and Manning\u2019s Omaha Productions tied to Season 2 of the docuseries Quarterback<\/em>.<\/p>\n\n
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It\u2019s not just quarterbacks that Bud Light is working with. The beer company also had a presence as the presenting sponsor of Travis Kelce, Greg Olsen, and Bud Light partner George Kittle\u2019s Tight End University training camp in June, and it served as the presenting sponsor of the 2025 NFL Draft in April.<\/p>\n
\u201cThe NFL season is always on for us,\u201d Allen said.<\/p>\n
Can it:<\/strong> In addition to the \u201cParachute\u201d ad, Bud Light is marking the start of the season by bringing back limited-edition cans inspired by each of its 27 team partners, which feature QR codes that fans can scan to access content and experiences like merch drops.<\/p>\nBud Light is also giving away tailgate experiences for the 18 regular-season games this year. Put together, the ad, cans, and giveaways contribute to the goal of connecting with fans wherever they\u2019re watching football, whether that be their homes, or bars, or stadiums, Allen said.<\/p>\n
On deck:<\/strong> The Bud Light team is largely focused on the regular season kickoff, Allen said, but a new version of the current campaign is set to be released later in the season. With college football increasingly attracting big brands, Allen said his team is also planning a new campaign surrounding those Saturday games.<\/p>\nWhile he was tight-lipped about the Super Bowl, he noted that Bud Light \u201calways [is] a big part\u201d of that event.<\/p>\n
\u201cWe have a long-standing history of being a part of the Super Bowl and showing up, so you have to stay tuned for what we have in store this year,\u201d Allen said.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"It\u2019s the most wonderful time of the year\u2014the start of the NFL season, and the ad campaigns that come with it. Bud Light, the official beer partner of the league, keeps its football marketing efforts turned on year-round, according to Bud Light\u2019s SVP of marketing Todd Allen, but a major moment like opening day on […]<\/p>\n","protected":false},"author":1,"featured_media":22531,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22530","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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