The Cultural Comeback of the Century
Not long ago, Bud Light was on the ropes. They messed up. Big time. They went too far off course and alienated their core audience.
Here’s the backstory: in April 2023, Bud Light ran a promotional partnership with Dylan Mulvaney, a transgender influencer. The goal? To align with inclusivity and tap into broader cultural conversations. The execution? Disastrous.
Their core drinkers—blue-collar, middle-America types—felt like Bud Light had completely forgotten who they were. Instead of seeing a beer for everyone, they saw a brand pandering to a narrative that didn’t resonate with them. Cue the outrage: boycotts, TikToks of people smashing Bud Light cans, even Kid Rock shooting cases of beer with a rifle. Sales plummeted, and it became the cultural punchline of the summer.
The backlash was visceral, but it wasn’t just about Mulvaney. It was a symptom of something bigger: Bud Light had lost touch with the culture that had always supported it. They jumped on the "trend train" without thinking about who was actually drinking their beer.
The Misstep and the Man Who Had Their Back
Here’s where it gets interesting: while the world was dragging Bud Light, one guy kept defending them. Shane Gillis, the comedian who embodies everything Bud Light’s core audience loves: relatable, hilarious, and unapologetically himself.
Shane was cracking jokes, not about Bud Light screwing up, but about how dumb the outrage was. On his podcast, on Joe Rogan, wherever he had a mic, he made it clear: Bud Light was still the same beer you drank with your buddies. It wasn’t a “woke beer.” It was just beer.
And the genius? Bud Light noticed. They saw how Shane resonated with their audience in ways they hadn’t in years. This wasn’t some carefully polished influencer who appealed to everyone and no one at the same time. This was a guy who gets it. He gets tailgates, he gets small-town diners, he gets how people really talk to each other and that’s what Bud Light desperately needed.
The Turnaround: Shane Gillis x Post Malone
Bud Light knew they couldn’t just slap Shane in an ad and call it a day. They leaned in, collaborating with Shane and his creative partner John McKeever to make content that felt real. Forget glossy beer ads with slow-mo pours and sunsets. This was just Shane and his friends, shooting the shit over Bud Light. The first ad, “The Dean’s Office”, nailed it. It wasn’t even trying to sell you anything. It just made you laugh and reminded you why you loved Bud Light in the first place.
But then, Bud Light leveled up. Enter Post Malone. The GOAT of cultural crossover. Post Malone is the guy who can headline a country festival on Friday, play a rock show on Saturday, and vibe with a hip-hop crowd on Sunday while in the meantime headlining a comedy show. He’s a cultural insider who connects with everyone.
The latest Super Bowl teaser “Bud Light Super Bowl 2025 Teaser: Shane Gillis & Post Malone” is pure brilliance. It’s Shane and Post walking into a backyard party with a case of Bud Light, vibing with the Americana crowd. It’s funny, it’s self-aware, and it’s authentic. You just feel it’s Post Malone and Shane Gillis having fun.
The Cul-de-Sac Move Seals the Deal
And then came the Super Bowl commercial itself. Two days ago, Bud Light launched their long-awaited Super Bowl spot, celebrating cul-de-sac culture in a way that finally feels authentic. No forced marketing message, just a nod to something that’s been at the core of suburban life for decades: big guys gathering in driveways, barbecues that never end, dumb bets that spiral out of control, all while cracking open a Bud Light.
Bud Light gets it now. It’s not about chasing a trendy new audience. It’s about reconnecting with the people who’ve been drinking their beer forever. Not with a statement, but by embracing the everyday fun that has always been part of their culture.
Why It Works
Here’s why this comeback isn’t just working, it’s crushing:
1. They stopped chasing trends and started listening. Bud Light got back to its roots: blue-collar Americana, humor, and community.
2. They partnered with cultural insiders. Shane Gillis and Post Malone aren’t influencers, they’re tastemakers. They live the culture Bud Light needed to reconnect with.
3. They made it human. The ads don’t scream “BUY OUR BEER.” They’re funny, real, and relatable.
This isn’t about Bud Light clawing back sales (though they are). It’s about understanding that subcultures drive culture. You can’t slap a rainbow on a can or hire a mega-celebrity and expect people to connect. You need to earn your way into the conversation, and Bud Light did that by working with people who already had a seat at the table.
The Cultural Lesson
If Bud Light’s story proves anything, it’s that cultural relevance isn’t optional. When brands stop listening to their audiences, they lose them. But when they align with the tastemakers, the insiders, the people who shape the culture. They win.
So, here’s to Bud Light. They were down, but they weren’t out. Thanks to Shane Gillis, Post Malone, and a much-needed reality check, they’re not just back; they’re better than ever.
