2019: Bud Light x HBO “Joust” by Wieden+Kennedy New York and Droga5
Fans had come to expect the standard “Dilly Dilly” fare from Bud Light during the Super Bowl, so no one was anticipating a crossover between the beer brand and HBO’s hit series Game of Thrones. Ahead of the fantasy series’ much-anticipated final season, the tie-up took place in a kingdom where the Bud Knight faces off with the intimidating Mountain character from the show. As he crushed the skull of Bud Light’s beloved hero like a tin can and a dragon ascended to bathe the jousting field in flame, it became clear this was no ordinary Bud Light ad.
2020: Jeep “Groundhog Day” by Highdive
Borrowing beloved IP is risky business, and missteps can spark instant backlash. But Jeep’s tribute to Groundhog Day shows how to do it right. Timed perfectly to debut on Groundhog Day, the 60-second spot reunited Bill Murray with characters from the 1993 classic, set to a nostalgic Sonny & Cher track and featuring a charming stand-in for Punxsutawney Phil. Beyond its flawless execution, landing the famously ad-averse Murray for his first national commercial may have been the most impressive feat of all.
2021: Anheuser-Busch “Let’s Grab a Beer” by Wieden+Kennedy New York
Corporate ads can often feel like trite Americana rather than authentic storytelling. But in 2021, Anheuser-Busch produced something special with “Let’s Grab a Beer,” which captured the true, heartfelt meaning of the phrase. The commercial comprised ten vignettes, including a rained-out wedding, a sudden layoff, and the end of a busy restaurant shift, all ending with someone’s suggestion that they “grab a beer.” Though there wasn’t a face mask in sight, the film’s message of togetherness was especially resonant amid the Covid-19 pandemic.
2022: Coinbase “QR code” by Accenture Interactive
Coinbase surprised viewers when it ran an ad that consisted only of a colorful QR code floating on a black screen. It looked more like an old-school DVD screensaver than a Super Bowl ad. When scanned, the image led to a link where people could sign up for the cryptocurrency exchange to redeem $15 worth of free bitcoin. The stark ad, which marked Coinbase’s biggest giveaway, piqued interest with a simple approach that stood out amid a flurry of celebrity-led, big-budget commercials.
