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Director Jake Scott & Budweiser “Light Up the FIFA World Cup”

May 17, 2018
Changing the game with high-tech cups and beer-delivering drones

The FIFA World Cup is arguably one of the largest and most popular sporting events in the world, and as their official beer sponsor for over 25 years Budweiser wanted to do something just as big. They tapped Director Jake Scott and their longtime collaborator, creative agency Anomaly to launch what they call the biggest campaign in the history of the brand.

“Our campaign is the largest in our company’s history, and it demonstrates how we are bringing together fans from around the world over beer and their shared passion for football,” says Miguel Patricio, CMO of Anheuser-Busch InBev, in a statement.

The spot titled “Light Up the FIFA World Cup,” selected as one of AdWeek’s Ad of the Day, is set to Apollo 440’s 1999 smash “Stop the Rock” and features a massive swarm of drones embarking on a mission from their home base in St. Louis to stadiums all around the world – Nigeria, England, China and finally Russia, home of the 2018 World Cup. The star of the spot, however, is a loveable underdog drone named “Bud 1876” (a reference to their first brew) that falls behind and embarks on his own journey to the World Cup. Once there, the crowd cheers, also revealing exclusive noise-activated Budweiser Red Light Cups, which glow red with the rumbling noise of FIFA fans.

“Our campaign captures the celebratory, upbeat and premium experience of the Budweiser brand, and fans will continue to see this come to life through our ongoing activations for the 2018 FIFA World Cup,” continues Miguel Patricio.

The campaign is set to run in more than 50 countries on TV and digital channels.

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Part of the Ridley Scott Creative Group