Busch Light - Survival-Themed Lessons with Mascot Campaign
By blending McLachlan's well-known advocacy for animal shelters with Busch Light's outdoor survival theme, the commercial offered a fresh and amusing perspective, effectively merging two seemingly unrelated worlds.
The ad cleverly parodied McLachlan's iconic animal shelter commercials by placing her in a wilderness setting, sharing a tent with a wolf-like dog, while her song "Angel" played in the background, creating a humorous juxtaposition.
- outdoor enthusiasts: individuals who appreciate nature and outdoor activities.
- fans of Sarah McLachlan: viewers familiar with her music and philanthropic work.
- Super Bowl viewers: the broad audience tuning into the Super Bowl, seeking entertaining commercials.
TARGET AUDIENCE
About the
Campaign -
By blending McLachlan's well-known advocacy for animal shelters with Busch Light's outdoor survival theme, the commercial offered a fresh and amusing perspective, effectively merging two seemingly unrelated worlds.
Core Theme of the Campaign -
1. Setting the Scene: The commercial opens with Busch Guy offering survival tips in the wilderness, emphasizing essentials like food, drink, and shelter.
2. Enter Sarah McLachlan: Suddenly, Sarah McLachlan appears in a tent with a wolf-like dog, her song "Angel" playing softly, reminiscent of her famous animal shelter ads.
3. Humorous Misunderstanding: Busch Guy interrupts to clarify that McLachlan's "shelter" isn't the kind he's referring to, pointing out that she's actually next to a wild wolf, adding a comedic twist.
4. Nostalgic Parody: The ad playfully references McLachlan's emotional commercials, creating a light-hearted parody that resonates with viewers familiar with her advocacy work.
5. Outdoor Branding: By focusing on survival skills and nature, Busch Light reinforces its association with outdoor adventures and the enjoyment of a cold beer in the wild.
6. Positive Reception: The commercial was well-received for its humor and clever integration of McLachlan's persona, standing out among Super Bowl ads.
7. Extended Campaign: This ad is part of Busch Light's broader "Busch Guide" series, offering humorous survival tips throughout the year, keeping the audience engaged beyond the Super Bowl.
8. Charitable Component: Aligning with McLachlan's philanthropic image, Busch Light pledged $25,000 to One Tree Planted, supporting reforestation efforts and highlighting the brand's commitment to nature.