Shane Gillis & Bud Light Mock Over-The-Top Perfume Advertisements With New “Wrong Commercial” Spot

Bud Light is finally getting back to the comedy that they were known for. Just a few years ago, it seemed like the iconic light beer brand from Anheuser-Busch could do no wrong. Remember the Bud Knight? Dilly Dilly? The beer had managed to supplant itself not only as the most popular and best selling beers in America, but also one of the easiest brands to market. Bud Light is beer, people drink beer, and here's an ad that's really cool and funny. It was really that simple. However, things got incredibly complicated for Bud Light and Anheuser-Busch when their former VP Alissa Heinerscheid decided to shake things up - for the worse. She viewed their current advertising and marketing model as "fratty" and "out of touch." Yeah... wouldn't want to get too relaxed trying to sell people beer. Specifically, Heinerscheid said that when she came in, she was tasked with evolving and elevating the brand: “I had this super clear mandate. We need to evolve and elevate this incredibly iconic brand and my - what I brought to that was a belief in - okay, what does evolve and elevate mean? It means inclusivity. It means shifting the tone. It means having a campaign that’s truly inclusive and feels lighter and brighter and different and appeals to women and to men. And representation is sort of the heart of evolution. You gotta see people who reflect you in the work. We had this hangover, I mean Bud Light had been kind of a brand of fratty, kind of out-of-touch humor, and it was really important that we had another approach.”  That redirection turned out to be one of the worst tone shifts in the history of consumer marketing. Bud Light partnered with transgender influencer Dylan Mulvaney, consumers of Bud Light got fed up and started a "Bud Light Boycott," and the rest is history. Bud Light lost its title of best-selling beer in America, with both Modelo and Michelob Ultra surpassing them in sales. So Bud Light regrouped and set out to bring back customers they lost and once again establish themselves as "fratty." As of late, those efforts have come in the form of beer ads featuring comedian Shane Gillis. For the age and demographic Bud Light is trying to talk to, they couldn't have picked a better spokesperson. Gillis might be the most popular (and non-politically-correct) comedian in the world right now. Just before the college football season started, Gillis and Bud Light teamed up for a commercial called "The Dean's Office." The ad spot welcomed back college football, though most importantly let customers know that Bud Light was trying to "be back" by working with Shane Gillis. It's one of more entertaining commercials in recent memory. And then yesterday, Bud Light topped that one with another short titled "Wrong Commercial." The light beer brand perfectly utilized Gillis in an advertisement in which Shane hilariously finds himself in the... wrong commercial. It's clearly poking fun at the absurd, nonsensical perfume and cologne ads that you see on television nowadays. Gillis' interactions within the premise are perfectly executed, especially when a screaming guitarist tries to hand him a pocket full of sand. This commercial is definitely getting back to the basics of Bud Light: make a commercial that's funny (doesn't even have to be about drinking beer) and slap your name on it. I've got to say... I think it might be working: https://www.youtube.com/watch?v=TO6hngy9Ajw