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Budweiser breaks Epic Concert campaign

Toronto-based Labatt Breweries of Canada has begun a new national advertising campaign called "Epic Concert" in support of its Budweiser brand. The campaign includes a television commercial featuring a Toronto band called the Oooh Baby Gimme Mores. The commercial follows a sequence of events in which the band is ostensibly invited to participate in a documentary about independent music, then shown on stage to play a surprise concert for an audience of 800.

The company selected the band from a list of 60 possibilities. In the weeks since the event, the company has also arranged for the band to play at the Budweiser Music House during the NXNE festival. They will also perform at the Budweiser Made in America music festival in Philadelphia in August.

"Budweiser was born from opportunity, and because of that, we are always looking for ways to encourage and help others realize their dreams," said Mike Armstrong, senior brand manager at Budweiser Canada. "Budweiser is a huge supporter of music in Canada and we believe the OBGM's combination of talent, raw positive energy and on-stage presence made them the number one choice."

The video was created by Anomaly. Media buying and digital strategy are being conducted by UM. Media relations are being handled by Veritas Communications.

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