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Bud Light ‘Pimp Your Ride’ advert

Agency: DDB/Chicago

Client: Budweiser

Football season has arrived, and with it a new batch of Bud Light spots, this time featuring VFX from LA-based Asylum.

Each spot begins with a football coach spokesman, played by former pro football player and Rocky star Carl Weathers, flipping open the Bud Light playbook - a zig-zagging mess of Xs, Os and arrows done in traditional football play fashion - to prepare us for another lesson. Action then switches to a scene elsewhere to demonstrate the coach's wisdom.

When a group of buddies roll up to the game-day tailgate pushing their car, bystanders ask if they've run out of gas. On the contrary, the vehicle has been designed for tailgating, not transportation - the trunk is a Bud Light ice bed, a keg has displaced the gas tank, a meat-covered grill sits where the engine typically would, and popcorn shoots from the interior vents.

Asylum created 3D VFX for the popcorn flying from the dashboard and added 3D ice for the end tag, which is a shot of the Bud Light playbook. They also composited a fire effect into the shot of the car's grill to heighten the 3D effect.

AJR
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