Even in Canada, the Super Bowl offers great possibilities for consumer engagement. Each year since 2013, Budweiser Canada has leveraged the Super Bowl ad space to promote its “Red Light” campaign, in which the brand provides consumers with unique Wi-Fi enabled replica hockey goal lights that flash whenever their favorite team scores. In its most recent Super Bowl spot (2015), Budweiser Canada delivered “Red Light” to Saint-Jérôme, Quebec, where official hockey pucks of the NHL are produced.
“The Home of Goals” is an inspiring spot that depicts a crew of Budweiser brewers treating workers of puck factory, Soucy Baron, to the hockey experience of a lifetime. In 2013, the brand won a Silver Lion at Cannes for “Red Light”; accordingly, Budweiser has achieved renown for the campaign. In order to meet consumers’ expectations, the spot required a song as moving and emotional as the story behind it.
Anomaly Inc., Toronto, Budweiser Canada’s agency of record, has led the “Red Light” campaign since its inception. For this spot, the agency worked with production house Tattoo Sound & Music, which brought Music Dealers into the project. Creative Director Jessie LaBelle responded to Tattoo’s brief with a curated playlist of songs from the MD catalog that fit the spot, including “Aerials” by Starships. The song features introspective, uplifting moods and common ensemble/ rock band instrumentals.
“The Home of Goals” earned national celebrity across Canada when it aired during the U.S. Super Bowl. The ad captured real employee reaction during the heartfelt story, the sentiments of which were heightened by the poignant track, “Aerials.” The campaign’s accompanying hashtag, #ThankYouForTheGoals, trended across Canadian Twitter, while the spot garnered over 1 million views in its first week on YouTube.