“Women don’t get paid as much as men and that is wrong,” pouts Seth Rogen in the newest spot for Budweiser’s Bud Light Party campaign.
“Bud Light proudly supports equal pay,” says Amy Schumer. “That’s why Bud Light costs the same, no matter if you’re a dude or a lady.”
The ad, which premiered Monday during The Bachelorette, follows two previous vaguely political Bud Light Party spots, both produced by agency Wieden + Kennedy—one in which fictitious politicians Schumer and Rogen implore drinkers to join the party, and another that depicts same-sex weddings as “just like any wedding.” The campaign follows several rebrands for the company—Bud Light cans were recently revamped, also by Wieden + Kennedy, and in May, Budweiser announced it would replace the word “Budweiser” with, ambitiously, “America.”
In addition to the latest ad, Bud Light also promised to donate a dollar (up to $150,000) to Catalyst, a non-profit aimed at increasing opportunities for women in the workplace for every time #CheersToEqualPay is used on Twitter.
“The Bud Light Party allows the brand to chime in on timely cultural moments that resonate with many beer drinkers throughout the country,” read a statement, in part, from PR firm Weber Shandwick on behalf of Wieden + Kennedy. “We chose to feature equal pay knowing that equality for all Americans is a concept that unites many Bud Light drinkers.”
Very altruistic. Though I’d be more moved if the #CheersToEqualPay campaign didn’t immediately follow the questionable #UpForWhatever campaign, which prominently featured the tagline, “The perfect beer for removing ‘no’ from your vocabulary.”
Alienate the women, win ‘em back with Amy Schumer: such is capitalism’s relentless slog.