People are really falling for Bud Light this year.
A new 30-second Super Bowl ad for the Anheuser-Busch mainstay aims to get viewers laughing as Shane Gillis, Post Malone and Peyton Manning attend a wedding where the entourage and guests tumble down a steep hill in pursuit of a keg of Bud Light.
“I think people want to laugh,” says Todd Allen. “I think people want to be entertained.”
The spot is likely to spark some belly laughs when it airs during NBC’s telecast of Super Bowl LX on February 8. Allen declined to specify where in the game the spot was slated to appear.
The commercial is likely to be recognized by Bud Light aficionados because it features celebrities who have been “regulars” of the beer’s recent promotional work. Gillis appeared with Malone and Manning in Bud Light’s 2025 Super Bowl effort, which depicted them as residents of an Everytown U.S.A. cul-de-sac who joined together to drink the beer with neighbors. This Super Bowl ad will mark Manning’s fourth for Bud Light. Malone’s fifth and Gillis’ second.
But the ad also veers away from the usual Bud Light formula. There is a section of the commercial in which the one-liners stop and the cast spills down a slope, all to the strains of Whitney Houston’s 1992 cover of Dolly Parton’s “I Will Always Love You.”
Bud Light’s Allen says no celebrities were harmed in the making of this commercial.
Executives at Anheuser-Busch like to cast Bud Light in scenarios that are “relatably ridiculous,” Allen says. “We want to be in a relatable occasion, like a wedding. You know, everyone wants to have that first beer at the wedding,” he says. “ And then, there’s a little bit of ridiculousness to bring that humor and that funny to the table, and that’s when you see the keg of beer is at risk and that the entire wedding party will do anything to get their hands on that crisp, clean taste.”
The TV screen isn’t the only place Bud Light will appear in connection with the Super Bowl. Anheuser-Busch is offering a $60 rebate on kegs of Bud Light in celebration of Super Bowl LX. And the company is bringing kegs full of the beer to the home field of the Super Bowl teams, the New England Patriots and the Seattle Seahawks, in a bid to get Bud Light into fans’ homes. “We are excited to bring the keg idea to life across all of our marketing channels,” says Allen.
In the end, says Allen, the keg of Bud Light is the “hero” of the commercial, and everyone follows it.
English (US) ·