Busch Light and Singer Sarah McLachlan Seek Food, Drink and Shelter for Super Bowl LVII
Busch Light's newest Super Bowl LVII commercial, by The Martin Agency, features Grammy Award-winning singer-songwriter Sarah McLachlan and the song "Shelter."
This new campaign continues the beer brand's long-standing tradition of humour and follows Busch Light's return to the big game in 2022 with saxophone icon Kenny G. When Sarah McLachlan enters the scene, the boisterous mascot for Busch Light, "Busch Guy," is in the middle of teaching outdoor survival skills when she causes confusion by bringing up the subject of shelter.
“Our fans love nothing more than time in nature with an ice-cold Busch Light and that’s why we’re once again bringing the great outdoors to the biggest game of the year,” said Krystyn Stowe, head of marketing Busch Family & Natural Family at Anheuser-Busch. “Busch Light fans will love our spin on Sarah McLachlan’s iconic commercial as they always appreciate a bit of humour that ultimately serves a good cause – especially when it comes to great outdoors we both hold dear.”
The advertisement, dubbed "Shelter," which is set in a beautiful wilderness, shows Busch Guy instructing fans how to find shelter as the first in a series of cold and smooth survival techniques. The melody from Sarah McLachlan's well-known song from 2007, "Angel," starts to play in the background as the ad switches to Sarah McLachlan hunched in a tent with an oddly wolf-like dog. Busch Guy intervenes with Busch Light's distinctive can crack after realising the humorous misunderstanding and explains what kind of shelter he's referring to and informs Sarah that she is in fact cuddling up against a wolf.
“Busch Light shares my love of animals and the wilderness so, while it seems unexpected, this spot is a really clever and good-hearted mix of my passions and their brand,” said Sarah McLachlan. “Last year, Kenny G revived the beer brand’s classic ‘Head for the Mountains’ song and that’s a tough act to follow, but I love that Busch Light is playing into nostalgia again with a new rendition of my ‘Angel’ ASPCA commercial and I can’t wait to see how people react!”
The company will run further ads throughout the year that expose the Busch Guy's complete "Busch Guide," which includes lessons on how to signal for aid, deal with a black bear, avoid poison ivy, and more.
Busch Light will donate $25,000 to its partner and fellow environmentalist, One Tree Planted, since Sarah McLachlan is a strong proponent of finding homes for the animals we love and Busch Light has long supported organisations that safeguard and maintain the habitats of animals in the great outdoors. One Tree Planted can continue to restore forests, establish homes for wildlife, and have a positive social impact all across the world with the support of gifts like these.
Busch Light is also bringing back its huge social sweepstakes, The Mountain of Busch, in time for Super Bowl LVII. Similar to previous year, from January 19 until the conclusion of the Super Bowl, fans can enter to win a mountain's worth of Busch Light (along with other prizes) by responding to Busch Light's social media postings on Facebook, Instagram, and Twitter using the hashtag #MountainOfBusch #Sweepstakes. What's best? The prize grows in value as more people enter since each entry adds another can to the prize mountain.
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