Inside the Campaign: “Tree-Roll” – Don’t skip this pre-roll ad and Busch will plant a tree

Busch and Deutsch have put a special spin on pre-roll with the debut of “Tree-Roll,” which supports Busch’s partnership with the National Forest Foundation (NFF). Viewers who decide not to skip the YouTube ad and stay until the end will have a tree planted by Busch on their behalf, equivalent to $1 donation to the NFF.* Giving people the power to actively contribute to the cause, in an unmistakably Busch way, was important to Busch and creative partner Deutsch.

“Pre-roll ads have kind of become a necessary evil. We all want to skip them to get to the good stuff. But what if not skipping the ad resulted in something good too? Like planting trees in our National Forests? Would you skip?” asked Dan Kelleher, Chief Creative Officer of Deutsch’s New York Office. “As the first pre-roll ad that donates to a good cause upon completion, we’re confident that people’s natural inclination to help will be stronger than the inclination to skip.”

The National Forest Foundation is a non-profit organization that works to protect and sustain 193 million acres of national forests. In addition to the forests’ ecological importance, these lands provide opportunities for all Americans to experience and enjoy America’s rugged outdoor landscape.

“Tree-Roll” is just one facet of Busch’s partnership with the NFF, for additional information visit:

  • By not skipping a Busch/National forest foundation ad on YouTube, AB will donate $1 to National Forest Foundation between 9/3/18 and 12/31/18. $1 = one tree planted by the National Forest Foundation

Deutsch + Busch Creative Credits
“Tree-Roll” 9.25.18

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

Deutsch Creative Credits:
Office: New York
Chief Creative Officer: Dan Kelleher
Executive Creative Director: Jeff Vinick
Creative Director: Heather English
Creative Director: Marques Gartrell
Copywriter: Breyden Sheldon
Art Director: Kelsey Heard
Director of Integrated Production: Joe Calabrese
Producer: John Hatheway
Assistant Producer: Halley Mangano
Director of Integrated Business Affairs: Maria Taris
Group Director, Integrated Business Affairs: Stacy Schwartz
Sr. Business Affairs Manager: Dawn Doumeng
Project Manager: Ashley Heisner
Account Director: Andrew Arnot
Account Supervisor: Madalyn McLane

Production Company: Steelhead
Director: Joe Pernice
Executive Producer: Jeff Morgan
Director of Photography: Tom Petersen

Editorial Company: Steelhead
Editor: Cohen Anderson
Assistant Editor: Matt Mullen
Post-Producer: Samantha Addy
Executive Producer: Jeff Morgan

Telecine: Steelhead
Colorist: Juan Guzman

Original Music: JSM
Chief Creative Officer: Joel Simon
Exec Producer: Jeff Fiorello
Arrangers: Joel Simon, Nathan Kil
Producer: Norm Felker

Please contact Vonda LePage ([email protected]) to request additional information or materials from this campaign.