Inside the Campaign: Deutsch’s “The Busch Guy” for Busch Beer

In the series Inside the Campaign, the 4A’s features creative work from its member agencies. Here, Deutsch shows its recent work for Busch Beer.

Campaign: “The Busch Guy”

Agency: Deutsch

Client: Busch Beer

Program Background: The Busch Guy and his friends return to the great outdoors in 2018 campaign.

Busch beer is launching a new set of TV commercials with creative partner Deutsch, the Busch Guy is back! The spots continue to build equity for Busch around the Busch Guy and the perfect spot to crack open a crisp, cold, refreshing can of Busch-the great outdoors.

The new effort, launched in mid-February, is unmistakably Busch and features some of the brand’s iconic marketing assets including the ‘stream pull’ and ‘BUSCHHHHH’ can crack. The Busch Guy was introduced in 2017 in the brand’s first ever Super Bowl spot.

“Our new Busch spots resonate with our drinkers with humorous and relatable scenarios that all take place in the refreshing great outdoors. We saw extremely positive feedback on the Busch Guy after last year’s Super Bowl spot, and look forward to continuing the momentum,” said Chelsea Phillips, VP of Value Brands at Anheuser-Busch.

“Our consumer enjoys seeing a piece of themselves in the Busch spots while having a laugh at the same time. We believe the work will forge an even more durable connection with beer drinkers everywhere,” said Dan Kelleher, Chief Creative Officer of Deutsch’s NY office.

The four new spots are titled ‘Camp Song,’ ‘Phone,’ ‘Bear,’ and ‘Aim.’

Deutsch Office: New York
Creative Credits:
Chief Creative Officer: Dan Kelleher
Executive Creative Director: Jeff Vinick
Creative Director: Heather English
Creative Director: Marques Gartrell
Associate Creative Director: Paul Eliker
Associate Creative Director: Carla Butwin
Director of Integrated Production: Joe Calabrese
Executive Producer: Crissy Cicco
Director of Integrated Business Affairs: Maria Taris
Group Director, Integrated Business Affairs: Stacy Schwartz
Sr. Business Affairs Manager: Dawn Doumeng
Sr. Strategist: Sidney Henne
Head of Digital Strategy + Invention: Rachel Mercer
Project Manager: Ashley Heisner
Account Director: Andrew Arnot
Account Supervisor: Madalyn McLane
Asst. Account Executive: Miles Marden

Client, Client Contact:
NA Marketing: Marcel Marcondes
Value and Beyond Beer Brands: Chelsea Phillips
Director, US Value Brands: Daniel Blake
Brand Manager and Digital Brand Manager: Conor Mason

Production Company: Radical Media
Director: Steve Miller
Executive Producer: Gregg Carlesimo
Producer: Laura Heflin

Editorial Company: Mackcut
Editor: Ian Mackenzie
Asst. Editor: Mike Leuis
Executive Producer: Gina Pagano

Telecine: Company 3
Sr. Colorist: Tim Masick

VFX Company: The Mill, NY
EP: Chris Kiser
Senior Producer: Colin Blaney
Production Coordinator: Mia Lalanne
VFX Supervisor: Jade Kim
Lead Compositor: Keith Sullivan
Compositors: Sung Eun Moon, Kevan Lee, Sohee Sohn

Original Music: JSM
CCO: Joel Simon
Exec Producer: Jeff Fiorello
Arrangers: Joel Simon/Nathan Kil
Producer: Norm Felker

Audio Post Company: Sonic Union
Executive Producer: Justine Cortale
Producer: Pat Sullivan
Mix Engineer: Steve Rosen