Anheuser-Busch Invites Americans to Safely Grab a Beer

After months of self-isolation, millions of Americans can’t wait to go out and grab a few beers with friends. And they’re eager to meet some new faces, too.

A new spot from Anheuser-Busch vividly taps into that post-pandemic zeitgeist, showing humans emerging from their cocoons to safely congregate, mingle and even hit the gym to spar a few rounds in a vaccinated world.

As you’d expect, much hugging ensues, and tears are shed. One dude named Simon stumbles over his own name, introducing himself as “Salmon” on a first date. (She’s cool with it.)

Launched under A-B’s “Grab a Beer” banner, the initiative from Wieden + Kennedy and Emmy-winning director Alex Prager wisely keeps things light, hitting all the right notes to deliver its message.

The push strives for mass appeal, a week after the world’s largest brewer joined with the White House to support President Biden’s goal of providing at least one vaccine shot to 70 percent of U.S. adults by July 4. If America reaches that milestone, which won’t be easy, A-B will buy a round of brews or nonalcoholic beverages for adults 21 and older. (Puts a whole new spin on beer shots!)

The film never references that giveaway or mentions vaccinations. That’s a bit odd, as A-B has generated so much buzz with the freebie offer. Even so, the broad focus on renewed connection feels pleasingly apolitical and non-preachy, and the sweaty bonding through boxing juxtaposes nicely with the requisite bar and restaurant meet-up scenes.

“We wanted to channel the many emotions that can bring us together for a beer and create a hopeful message focusing on the future,” says W+K executive creative director Karl Lieberman.

It’s more relatable than the “Summer Stimmy” push from A-B InBev’s Bud Light, which, though well intentioned, falls a tad flat lampooning media tropes and news headlines. The work is also more nuanced than get-back-out-there commercials from Dos Equis and Uber, which convey a similar vibe. (Then there’s Extra Gum’s over-the-top, minty-fresh approach, which exists in an orgiastic universe all its own.)

CREDITS

Anheuser-Busch: “Let’s Grab a Beer, America” Brand Film 

CLIENT: AB InBev
PROJECT NAME: Let’s Grab a Beer, America
FORMAT: Film 
CLIENT CONTACT: Matthew Kohan
LAUNCH DATE: 6/8/2021
DURATION OF CAMPAIGN: Through Fourth of July (7/4/2021)

AGENCY: W+K NEW YORK
EXECUTIVE CREATIVE DIRECTOR: Karl Lieberman
CHIEF OPERATING OFFICER: Neal Arthur
ASSOCIATE CREATIVE DIRECTORS: Dan Kenneally, Brad Phifer 
HEAD OF INTEGRATED PRODUCTION: Nick Setounski
SR. PRODUCER: Craig Keppler 
GROUP BRAND DIRECTOR: Brooke Stites 
MANAGEMENT SUPERVISOR: Perry Fox 
ACCOUNT SUPERVISOR: Nicole Roman 
GROUP STRATEGY DIRECTOR: Stephane Missier 
COMMS PLANNING DIRECTOR: Zack Green
SOCIAL STRATEGIST: Irsis Cabral
BUSINESS AFFAIRS: Daniella Vargas, Karen Murillo 
TRAFFIC: Tina Wyatt 

PRODUCTION COMPANY: ARTS & SCIENCES 
DIRECTOR: Alex Prager 
EXECUTIVE PRODUCERS: Marc Duran, Mal Ward & Christa Skotland 
PRODUCER: Vincent Landay
LINE PRODUCER : Dawn Rose 
DIRECTOR OF PHOTOGRAPHY: Matthew Libatique 

EDITORIAL COMPANY: ARCADE 
EDITOR: Geoff Hounsell
CUTTING ASSISTANT: Jeff Lopus 
POST PRODUCER: Andrew Cravotta 
EXECUTIVE PRODUCER: Sila Soyer 

VFX COMPANY: The Mill 
EXECUTIVE PRODUCER: Clairellen Wallen 
PRODUCER: Ija Ochoa
ASSOCIATE PRODUCER: Katharine Mulderry
EXECUTIVE CREATIVE DIRECTOR: Nathan Kane
2D LEAD: Andrew Pellicer
2D ARTISTS: Justin Keil and Alex Koester
FINISH LEAD: Anton Anderson

TELECINE COMPANY: COMPANY3 
PRODUCER: Jamie Runkle
COLORIST: Beau Leon 

MUSIC PARTNER: WALKER
MUSIC TRACK: Impressions
EXECUTIVE PRODUCER: Sara Matarazzo, Stephanie Pigott
MUSIC SUPERVISOR: Danielle Soury