Budweiser Super Bowl commercial 2023: Kevin Bacon, Metro Boomin

WASHINGTON — As the clock nears Super Bowl Sunday, major brands have begun rolling out their much-anticipated promotional spots.

Budweiser unveiled a 45-second version of its “Six Degrees of Bud” Super Bowl commercial on Tuesday. The film stars Hollywood actor Kevin Bacon and music producer St. Louis Metro Boomin. Advertising for the beer giant’s big game is based on the concept that everyone can be followed by six degrees of separation.

“The problem with Super Bowl advertising is that you have :30 seconds to make people feel something – laugh, cry, be inspired,” Bacon said in the press release. “I love bringing back the six-degree concept to this year’s Super Bowl because at its core, the concept has always been about connection.”

The ad, narrated by Bacon, shows six packs of Budweiser beer being passed around by six different individuals, including hip-hop producer Metro Boomin. With the last beer still remaining, the ad breaks through the fourth wall and presents the audience with a bottle of Budweiser with the company’s iconic tagline “This Bud’s For You”.

As well as starring in the Super Bowl commercial, Metro Boomin also created the soundtrack that played in the commercial.

This year, Budweiser’s parent company Anheuser-Busch will no longer be the only alcohol brand promoting during the Super Bowl. The beer giant will share its attention with other beer brands after choosing not to renew an exclusive deal with the NFL last year, CNN reported. The deal is said to be worth $250 million annually.

Budweiser, the company that has made a name for itself in the Super Bowl commercials game, will not be airing the ads nationally this year. Instead, the company shifted its focus to 14 regional markets, where it aimed to reach a younger audience, according to Variety.

In addition to serving younger consumers, the beer company has reintroduced its iconic tagline as a way to modernize the phrase. Budweiser’s Super Bowl commercial even features a glimpse of the company’s famous Clydesdale horses from the very beginning.

“In bringing back our iconic tagline, ‘This Bud’s For You’, we’re also evolving the meaning behind the phrase – from something used to signify the end of a workday to a new one. The mantra represents the modern consumer and all their side jobs, passion projects and career success,” said Budweiser Marketing Manager Kristina Punwani.

The 30-second version of the ad will air on Super Bowl Sunday in markets like California, New York and Philadelphia, the company said in a press release.

The Kansas City Chiefs will face off against the Philadelphia Eagles in the Super Bowl on February 12 in Glendale, Arizona.