The 30-second ad from Wieden + Kennedy New York features actor Michael Peña encouraging a party of Bud Light-drinking sports fans to have fun. The commercial is part of Anheuser-Busch’s "Raise One to Right Now" campaign, which began this week with the online release of a Super Bowl spot starring comedians Amy Schumer and Seth Rogen telling America to come together as one over their love of Bud Light. The Schumer and Rogen political spoof will air on CBS during Sunday’s game, and "Voto" only on ESPN Deportes.
Anheuser-Busch InBev’s Bud Light was found to be the preferred beer among Hispanic and Latino-Americans, reported Nielsen; and with nearly half of Hispanic households (45%) purchasing beer, brands are continuing to cater to the rapidly-growing demographic.
Super Bowl 50 marks the first time ESPN Deportes will air the game in Spanish, which was part of a new television broadcast agreement made by the NFL and CBS back in December. NBCUniversal’s Hispanic cable network mun2 aired Super Bowl 49 last year with Spanish-language commentary and game analysis. The 2015 Spanish broadcast brought in 457,000 viewers, which was the most-watched non-soccer live event on the network.
The Super Bowl was televised in Spanish for the first time two years ago, with network Fox Desportes showing the match between the Denver Broncos and Seattle Seahawks. About 561,000 viewers tuned in to the 2015 big game on Fox, more than any other non-soccer live match, and an additional 528,000 streamed it online.
"We are committed to delivering our games in customized ways to serve our growing Hispanic fanbase and look forward to connecting with our fans on Super Bowl Sunday on CBS and ESPN Deportes," said Brian Rolapp, the NFL's executive vice president of media, in a statement.
The NFL, CBS and ESPN’s new broadcast initiative is aimed at drawing in more Hispanic viewers, especially as they are the fastest-growing ethnic population in the U.S. with 55 million people, reported the US Census. The government agency projects that the Hispanic population will increase to nearly 130 million US residents by 2060, making up nearly a third of the overall population.
Anheuser-Busch would not say when the ad will broadcast during the game, nor how much the "Voto" spot costs to air on ESPN Deportes, though it will be less than the $5 million for a 30-second spot on CBS.
Client: Bud Light
Ageny: Wieden + Kennedy NY
Executive Creative Directors: Karl Lieberman, Colleen DeCourcy
Creative Directors: Stuart Jennings, Gary Van Dzura
Copywriter: Roberto Lastra
Art Director: Jessica Shriftman
Project Manager: Cory Chonko
Head of Content Production: Nick Setounski
Producer: Cheryl Warbrook
Strategist: Nick Docherty
Account Team: Brandon Pracht, Alex Scaros, Kyle Glackin, Carina Polini
Business Affairs: Sara Jagielski, Justine Lowe, Carolina Hernandez
Production Company: Nunchaku
Director: Nico Kasakoff
Editor: Andres Quaranta
Post Producer: Steven Schmidt
Post Executive Producer: Michelle Carmen