How Bud Light’s storytelling formula took inspiration from “Game of Thrones”

Bud Light, the beer brand owned by Anheuser-Busch InBev, has found renewed relevance through creating a medieval universe that enables it to tell a variety of stories in an entertaining way.

Bud Light’s epic journey back to cultural relevance began with questioning the fundamentals of advertising.

“What if, instead of creating campaigns, we started to have chapters?” asked Marcel Marcondes, US chief marketing officer at Anheuser-Busch InBev, the manufacturer of Bud Light.

“What if we create a world? Why don’t we bring people into our world – and whenever we release a new piece of content, we release a new chapter? Why don't we change the way we think about Bud Light campaigns?”

The answer to these queries is embodied in a commercial from the 2019 Super Bowl. The spot involved...

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