"Easy to Summer"

3 July 2023

60s

Moving on into the sunshine.

Director Matt Aselton captures the essence of summer in this commercial for Bud Light as Anheuser-Busch continues its bid to move on from a boycott organised by intolerant elements of American society. The brewing giant is not the first company to be subjected to pressure from bigots, and they won't be the last... at DAVID, we hope advertisers will continue to demonstrate their support of progressive values, and, importantly, robustly stand by them when there is a backlash.

That said, there is no need for every Bud Light spot to be overtly political, and this film placing the beer at the centre of summer activity is perfectly uncontroversial.

Director Aselton has ensured the humour is gentle so that the audience is laughing with rather than at, the protagonists as they meet various minor misfortunes in their efforts to enjoy a perfect summer's day. There's a lot going on, and the closing sequence when all of the problems have been solved underlines the idea that the advertised beer is the perfect accompaniment to the revelry and the sunshine.

USA

Lagers