Bud Light's Latest Spot Tackles Gender Pay Equality

Brand Follows Gay Marriage Ad in Politically-Themed Campaign

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Fresh off a gay marriage-themed ad, Bud Light is using its marketing budget to spotlight another progressive issue: Equal pay for women.

In a TV spot debuting today, Seth Rogen says "women don't get paid as much as men and that is wrong." Amy Schumer, who is co-starring with him in an ongoing campaign, then chimes in: "And we have to pay more for the same stuff," like cars and drycleaning. The kicker: "Bud Light costs the same no matter if you are a dude or a lady," she says.

The ad is a continuation of the politically themed "Bud Light Party" campaign by Wieden & Kennedy New York that broke during the Super Bowl. Ads seeks to inject the brew into topical issues. The equal pay spot will run nationally. On Monday it will run during 16 TV shows, including on ABC's "The Bachelorette," according to a Bud Light representative.

Anheuser-Busch InBev used a more tactical buy for the gay marriage ad. The spot debuted on June 1 on TV in California and New York. It got a social media boost from Ellen DeGeneres via a paid integration. The ad described gay weddings as "just like any wedding," showing a wedding between two men.

The Bud Light Party campaign has portrayed a fake political effort in which Ms. Rogen and Ms. Schumer rally drinkers to join the party. Ads are meant to suggest fun and inclusion, while touching on some hot-button issues.

For the equal pay spot, Bud Light plans to donate $1 to women's organization Catalyst each time viewers use the hashtag #CheersToEqualPay on social media. The total donation is capped at $150,000 for the program, which runs through the end of June.

"The Bud Light Party is about bringing people together and sparking national conversations around timely topics. In our newest spot, Seth and Amy have a colorful banter surrounding the matter of equal pay -- which the Bud Light Party proudly supports," Bud Light VP Alex Lambrecht said in a statement.

But the campaign has drawn mixed reviews and Bud Light sales remain in negative territory. Brand sales dropped by 4.8% in the three months ending in May, according to a recent report by Sanford C. Bernstein citing Nielsen figures.

Read more about the campaign at AdAge.com.

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About

Credits
Date
Jun 27, 2016
Agency:
Wieden + Kennedy - New York
Client:
Bud Light
Client Contact:
Alex Lambrecht
Executive Creative Director:
Karl Lieberman
Executive Creative Director:
Colleen DeCourcy
Creative Director:
Stuart Jennings
Creative Director:
Gary Van Dzura
Copywriter:
Howard Finkelstein
Art Director:
Grant Mason
Project Manager:
Sunjoo Ryou
Project Manager:
Lauren Amato
Project Manager:
Cory Chonko
Head of Content Production:
Nick Setounski
Producer:
Alison Hill
Assistant Producer:
Lisa Delonay
Assistant Producer:
Alexey Novikov
Strategist:
Nick Docherty
Account Team:
Brandon Pracht
Account Team:
Price Manford
Account Team:
Kyle Glackin
Business Affairs:
Sara Jagielski
Business Affairs:
Justine Lowe
Business Affairs:
Carolina Hernandez
Associate Media Director:
Justin Lam
Production Company:
Caviar - LA
Director:
Neal Brennan
Director:
Evan Goldberg
Executive Producer:
Michael Sagol
Executive Producer:
Jasper Thomlinson
Producer:
BP Cooper
Director of Photography:
Jeff Cronenweth
Director D.C. Plate Shots:
Ben Zlotucha
DP D.C. Plate Shots:
Matt Egan
Editorial Company:
Arcade
Editor:
Geoff Hounsell
Post Producer:
Alexandra Leal
Post Producer:
Anna Butler
Post Producer:
Cristina Matracia
Post Executive Producer:
Sila Soyer
Editorial Assistant:
Matt Ferran
Editorial Assistant:
Jon Dean
VFX Company:
The Mill
Executive Producer:
Chris Kiser
Production Coordinator:
Devan Saber
2D Lead Artist:
Ilia Mokhtareizadeh
3D Lead Artist:
Ed Shires
2D Artist:
Michael Smith
2D Artist:
Jamie Scott
2D Artist:
Kshitij Khanna
2D Artist:
Burtis Scott
2D Artist:
John McIntosh
2D Artist:
Kevin Quinlan
2D Artist:
Jimmy Bullard
3D Artist:
Wyatt Savarese
3D Artist:
Sean Dooley
3D Artist:
Paolo Cogliati
Matte Painting:
Carlos Nieto
Motion Graphics:
Mikhael Villegas
FCC:
Michael Rossiter
Telecine Company:
Company 3
Colorist:
Tom Poole
Mix Company:
Sonic Union
Mix and Sound Design:
Steve Rosen
Music Company:
Massive Music
Song:
Victory Lap
Senior Producer:
Kiki McDaniel
Creative Director:
Ben Einziger
Executive Producer:
Scott Cymbala
Executive Producer:
Keith Haluska
Creative Director:
Diederik van Middelkoop

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