"The Journey To Whatever"

February 5, 2015
"The Journey To Whatever"

Bud Light, the “perfect beer for whatever happens,” highlighted a bottle’s journey from brewery to bar in its spot, “The Journey to Whatever.” After finally arriving to the eager hands of consumers, the bottles encourage drinkers to impromptu acts of fun via random messages printed on each label. Electro-pop duo Girls Love Shoes pump their energetic song, “Wake Me Up” to heighten the spontaneity of the spot.

Credits

BRAND

PARTNER

CREATIVE DIRECTION

Energy BBDO

Listen

The Challenge

The Perfect Song for Whatever Happens

The ad is part of the Bud Light’s “Whatever” campaign, which blends experiential, digital and product-focused marketing into one comprehensive strategy. According to brand spokespeople since the campaign’s rollout, spontaneity is a primary focus, as the ad’s voice-over explains: “... making this not only twelve ounces of refreshment, but also twelve ounces of inspiration.” Accordingly, the spot required an upbeat track to echo the entertainment of Bud Light drinkers.

The Solution

Online Catalog Search

Energy BBDO, the leading creative agency for Bud Light’s “Whatever” campaign, accessed the Music Dealers online catalog to discover the best song for this spot. The agency searched the catalog, which is organized by intuitive search filters, and found “Wake Me Up” by Girls Love Shoes. The eclectic pairing of singer Nadia Fay and producer Jay Condiotti, Girls Love Shoes have placements in dozens of TV shows, ads and films.

The Result

On-brand Sync

An artful blend of optimism and abstraction, the song helped establish the mood of “The Journey to Whatever” with its lively tempo and electronic instrumentals. Tagged as “Hi-energy” and “Fun” in the moods filter of Music Dealers’ online search platform, the song perfectly fit the brand’s image of being the providers of spontaneous fun. Additionally, as a testament to Bud Light’s success with the spot, it aired during every 2015 NFL playoff game.

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