BUD LIGHT SPENDING MORE TIME WITH FRIENDS
By Adnews Staff
Toronto-based Labatt Breweries of Canada is launching a new ad campaign for its Bud Light brand. The new promotional campaign depicts humorous solutions men can use to escape their daily chores and hang out with their friends. The television campaign is the first output from PJDDB Downtown of Toronto, the new ad and branding division created by Palmer Jarvis late last year specifically to handle the Budweiser and Bud Light accounts. The three spots, "Attic Launcher," "Vikings" and "Figure Skating", each end with an appearance by Ted Lange, who played the bartender on The Love Boat, delivering the brand's tagline, "This calls for a Bud Light." The television campaign is being supported in the Newfoundland market by a radio campaign following the same theme. The radio spots promote the availability of the Bud Light brand in that market for the first time. The television campaign will be further supported with additional national radio advertising for the brand, scheduled to launch this summer. Media buying for Labatt is handled by Initiative Media and public relations are handled by Shandwick Canada Inc.