Labatt breaks new Bud Light campaign
By Adnews Staff
Labatt Breweries of Canada will break a new campaign today for Bud Light called "Smooth all the way." The national campaign was developed by Downtown Partners of Toronto with assistance from BBDO in Quebec. It will include four 30-second television commercials plus billboard advertising. The first two TV ads, which will begin their runs this month, present two perspectives on the same set of weekend events using a combination of live actors and animation. The billboard creative carries on with a similar theme. The commercials will air on CTV, Global, CityTV, TSN, TVA, SRC, TQS, Sportsnet, the Comedy Channel and RDS. The billboards will run from mid-June through October in cities in Atlantic Canada, Quebec and Ontario. "This campaign brings a contemporary edge to Bud Light," said Jeff McCrory, client services director at Downtown Partners. "The Bud Light Institute served the brand well for five years but it's now time to move on. Bud Light is the best-selling light beer in the world and the advertising needed to evolve to reflect that in Canada."