Wieden+Kennedy London’s latest Bud Light ad (the brand’s third national ad campaign since its launch in the UK earlier this year) looks like a lot of other lifestyle ads. It has all; those cues that are meant to trigger desire in young people.

In fact, the ad’s opening words (which are in fact, song lyrics), point this out – Super cool girl, aspirational friends…

But do keep listening to those words. The next ones are, Lifestyle ad with Bud Light at the end.

And you realise that you’ve been lured by a parody ad, which later suggests, Fresh food, light-hearted beer for a try-hard world. Don’t overthink it, just watch it swirl.

You might also notice that the ad is light-hearted because Bud Light’s message is Keep it Light.

The 30 second ad will air across national TV channels, as well as cinemas nationwide, throughout October and November. The broadcast spots will be supported by a series of edits created specifically for social media, which will be live for the rest of the year and feature the cast of the ad.

Ray Shaughnessy, creative director at W+K London, noted, “We’re mega-chuffed to have created a campaign that we hope gives Bud Light a distinctive voice in the UK beer world. We’ve tried to make it clear that this is a co-ed beer brand having a laugh, because – wait for it – turns out, both men and women enjoy beer as well as a chuckle.”

The ads were directed by Egyptian director, Ali Ali’s first ever UK ad. Ali is the ex-executive creative director and founder of the independent agency, Elephant, and one of the world’s ten most awarded directors according to the Gunn Report.

The full campaign which will include significant digital spend across Facebook, Snapchat, YouTube and Instagram, as well as PR and influencer activity between now and the end of the year.

Andre Finamore, AB InBev Marketing Manager, commented, “Keep It Bud Light is our light-hearted take on modern society. We live in a world that has become increasingly pressured by the aspirational lifestyles we see on Instagram and in the media, so we wanted to create an advert that views this world through a Bud Light lens – where we can take a step back from these demands, enjoy a beer with our friends and just ‘Keep It Bud Light’. As the newest light beer in the UK, it’s been an incredibly exciting year for us so far, and we’re proud to unveil our latest ad which continues to showcase the fun and light-hearted personality of the brand.”