Bud Light’s new brand voice—fewer jokes, more dignity—debuted during Sunday’s NFL playoffs, giving a taste of what’s ahead for a Super Bowl ad from America’s best-selling beer.
The ad, entitled “Handful,” shows a woman confidently navigating her way through a crowded bar while holding five pint glasses of Bud Light in her hands as “Hypnotize” by the Notorious B.I.G. plays. She dodges a pool cue, a disappointed man holding his beers on a tray, and a large bouncer, winking as she arrives at a table of friends without having spilled a drop. The ad includes the brand’s new tagline “Easy to drink. Easy to enjoy.”