The World Cup is coming – and once again Budweiser is the tournament’s beer sponsor. With the US a co-host, what a great opportunity for the brand to play up its American roots!
Alas, Uncle Sam isn’t wildly popular these days. So the brand has instead hired a German – former Liverpool manager Jürgen Klopp – and a Norwegian – striking superstar Erling Haaland – to lead its enjoyable, if rather disjointed, ad.
Klopp is a great host. “It’s happening again,” he tells us, as we see the world’s fans getting excited (a special mention for debutants Cape Verde is well-judged). Haaland, meanwhile, scores a goal and stars in a nerdy fan’s dream sequence, posing for pics in a photo booth.
Then there’s a celebatory montage. As the goals go in, a lot of Bud is thrown in the air – including by Godzilla, weirdly. It’s an annoying performative habit beloved of people who don’t really like beer, and as such seems a strange thing for a lager brand to endorse – but it’s by design. Klopp pops up an umbrella and tells us “it’s time we let it pour”.
As long as people buy it, eh?
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