After three years of a puppy commercials, Budweiser wanted to return to talking about its values for Super Bowl 50. Under pressure from a fragmenting beer market, they needed something that would court younger drinkers and help them stand up to the snobbery of the craft beer market. While everyone was trying to jump on the micro brewery bandwagon, Budweiser was proudly macro and not stopping anytime soon.

A sledgehammer one moment, threading the needle the next.

We packed as many chapters into sixty seconds - Up and downs, collisions and quiet moments. The tone is approached with a brave array of visuals. Nothing about the style is passive. It’s a celebration of who brews it, who drinks it, who shouldn’t, and the care and tradition within. A visceral anthem for the king of beers.