As we navigate strange and unpredictable times, it’s interesting to see how commercials are evolving — and, how they’re staying the same.
There’s success to be found in crafting a commercial that speaks to the changes, hardships and pain points people are experiencing right now. We’ve seen lots of proof in the past year that people want their favorite brands to talk about what’s going on in the world, and even take a stance on key issues, like politics.
But, there’s also something to be said for leaning into the things that have always stirred audiences. Things like the “cute factor” (fuzzy creatures that give us that warm, fuzzy feeling) and messages that speak to key human desires, like connecting with one another, still work wonders. A great example of this? The Anheuser-Busch “Let’s Grab a Beer” commercial.
What Makes the Anheuser-Busch “Let’s Grab a Beer” Commercial So Good?
In their commercial for the “Big Game” this year (Did you know they pay $250 million a year to be the only alcohol company allowed to advertise during the game?) Anheuser-Busch leans into that desire we all have for human connection — a desire that has been intensified by a year of social distancing. So, what did Anheuser-Busch do right?
Well, they brought that feeling. There’s a nostalgic, hometown feel to the entire commercial. It shows a diverse array of people in differing situations and from differing backgrounds. But its focus isn’t on their differences — it’s on what brings them together.
This ad spot communicates a clear message. “Let’s grab a beer” is about so much more than the beer: It’s about who you’re grabbing the beer with. It’s about all the little ways we show up for one another. Grabbing a beer together is portrayed as a small, significant way to show up for the people you care about. Whether it’s buying a beer for your coworker who got laid off, or cheersing your buddy in celebration of his upcoming date, small gestures can play a huge role in keeping us from feeling alone.
It’s a relatable message that spoke to something we’re all feeling. No one wants to feel alone, but a year of increased isolation and distance has taken its toll on us all. Seeing people connect, experiencing a small reminder that community and caring are not cancelled, was moving for the audience of 2021.
This ad spot told a compelling story — not to mention, the cinematography and musical composition are on point (but what else would you expect from a David Fincher and Atticus Ross team up?). Cheers to Anheuser-Busch for making us miss grabbing a beer with friends, and helping us look forward with hope to the days (and beers) ahead.