Creativity

Lady Gaga Is the Latest Celebrity to Join Bud Light's Marketing Push

Effort Continues Beer Brand's Celebrity Play

By E.J. Schultz. Published on Oct 04, 2016

Editor's Pick

Bud Light has hooked up with Lady Gaga for a new TV campaign, the first ad of which debuted during "Sunday Night Football." The effort from the nation's largest beer continues a celebrity-driven marketing approach. The new ad debuts alongside ongoing spots in the "Bud Light Party" election-themed campaign, starring Seth Rogen and Amy Schumer.

Created out of Wieden & Kennedy, New York, the Lady Gaga ad is part of a larger deal that also includes a "Bud Light x Lady Gaga Dive Bar Tour," further TV commercials featuring portions of tracks off Lady Gaga's new album "Joanne," and a performance of the single "Million Reasons" available on Bud Light social channels on Wednesday and Thursday. The dive bar tour starts Wednesday with the performance of "Million Reasons" and "Perfect Illusion" for an "intimate" crowd, according to Bud Light.

Gaga's pact with Bud Light follows last week's news that she will headline the Super Bowl halftime show sponsored by Pepsi. As part of that deal, which will spotlight the soda maker's Pepsi Zero Sugar variety, Gaga will star in behind-the-scenes videos posted at Pepsi.com.

Read the full story on Adage.com.

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About

Credits

Date
Oct 04, 2016
Agency:
Wieden & Kennedy New York
Client:
Bud Light

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