Bud light, AB InBev, has made a massive about face after their 2023 disasterous Dylan Mulvaney - a Transvestite pretending to be a woman - "Celebrating 365 days of girlhood." I wrote extensively on that market share crashing campaign and those who ran the Bud Light brand into the ground here: "Woke is not a marketing strategy." and here: "The lazy marketers of today." Let's not forget the Bud Light debactle cost the company $9 Billion in less than a month.
"Corporate America learned a very valuable lesson: hiring workers infected with the woke mind virus into managerial spots is a liability." (1)
As DEI is literally being removed from Corporate and the Federal Government of America, it is no surprise Bud Light has gone back to their blue-collar marketing roots with a new Super Bowl LIX 60-second spot, ad agency Anomaly, called “BMOC,” or “Big Man on Cul-De-Sac.” The ad features comedian Shane Gillis, musician Post Malone and Pro Football HOFer Peyton Manning. BMOC is a huge step in the right direction for Bud Light, but it is not funny or fresh. It's really quite average for the once celebrated beer advertising category. BMOC should not win any coveted awards.
That being the case, Bud Light or Anomaly, has done something genius. They returned to the fundamentals of marketing. Targeting their target market and not swaying from the specific indicators of said target to reinforcem market position. Instead of bowing to the DEI political agenda of racism and social equity. Let's hope Bud Light can find an overarching campaign idea now that they've returned to their core target market, as that market will not easily forget the brands incredible abandonment and betrayal of their culture and core priciples.
Another excellent example of un-woke advertising is a literal side-by-side of the U.S. Army's new recruiting video vs the previous Biden regime's woke DEI ad. The shocking difference is so stark its impossible to even think these were both made for the same instituion. Just back-to-basics of the fundamentals of knowing one's target market and reflecting the true nature of the product. Forbe's asked a panel of "marketing experts," most of which had never created a Super Bowl commercial or are on the Traditional side of the business, but they all gave a response true to the fundamentals of advertising and marketing. As Joe Maglio, CEO of McKinney, CEO of Barbarian and President of Cheil North America stated: “First and foremost, they are true to the brand ethos and reinforce what people love about the brand." (2)
For the 2025 Super Bowl Harrison Ford Jeep "Owner's Manual" spot seem's to be a huge shift in a new strategic direction, but it's not. Again, it is a retrun to the fundamentals of marketing and the values at the core of the Jeep brand and the Jeep consumer. It seems like a big shift, but the previous evolution of failed marketing by ESG, DEI and the Woke mind virus was the departure. Beside the EV Jeep Harrison Ford drives off in, it's a welcome return to advertising.
Hal Riney would approve.
If you're a company looking to create an original, ownable marketing campaign to expand brand awareness and scale contact Kevin Amter. His nationally awarded work for Miller Lite and dozens of other Fortune 500 brands will strategically move your company in a winning direction.
SOURCE LINKS:
(1) Bud Light Goes Masculine In New Ad, Attempting To Un-Woke Itself After Trans Disaster(2) These Are The 10 Best Super Bowl 2025 Ads, According To Experts
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