Super Bowl - Inside Post Malone’s Brain
for Bud Light Seltzer




What do you do when you are America’s #1 beer and youngsters no longer drink beer and drink hard seltzer instead? You set yourself to be America’s #1 hard seltzer with a Super Bowl campaign featuring America’s #1 beer drinker Post Malone. And you stop saying “youngsters”. 





Agency: Wieden + Kennedy
Creative Directors: Brandon Henderson & John Parker
Copywriter/Art Director: Garrick Sheldon & Marc Duran
Director: Jim Jenkins



The original plan was for Post Malone to lose control of his arm mid-Grammys, but this teaser made the trick too:



So Post Malone decided his face needed one more face-tattoo. The problem: he got it while we were shooting the campaign. We know the fans were going to notice, so we improvised this:

The best accolade was seeing the Internet do its magic.