- As the football season approaches, Bud Light, the Official Beer Sponsor of the NFL, is deepening its ties to the sport by tying in with Netflix’s docuseries “Quarterback.”
- Working with Omaha Productions (Peyton Manning’s production company), the brand is producing a spin-off companion to the Netflix series told from the fan’s perspective. The show, “Armchair Quarterback” depicts a fan incorporating elements from the show into his daily life.
- The campaign, developed by Manning, The Martin Agency and SNL Christopher Werner, is designed to draw a deeper connection between the brand, the show and football fans in general.
“Bud Light consistently delivers epic sports moments and outstanding entertainment that deeply resonates with fans. We’re proud to partner with Netflix on season two of ‘Quarterback’ to bring fun never-before-seen moments directly to fans,” said Todd Allen, SVP of marketing for Bud Light at Anheuser-Busch. “Releasing the social campaign ‘Armchair Quarterback’ alongside the new season is our way of celebrating the passionate fans who go to great lengths for their teams and for Bud Light all season long.”
The centerpiece of the campaign is a three-minute short film that follows a fan’s journey from story conception to execution (in increasingly elaborate fashions). The film begins with the fan suggesting to Peyton Manning (who just happens to be in his house watching the Quarterback series) that they should make a show tracking the real fans, a.k.a. the “Armchair Quarterbacks.” Manning agrees and is soon on the phone with Netflix to get the series greenlit.
The rest of the video depicts the fan taking inspiration from the series. In one segment, he takes up the piano like Joe Burrow to improve his coordination (proven by simultaneously catching and opening a can of Bud Light). Another segment shows the fan making meticulous voice memos like Kirk Cousins so he doesn’t forget important information (like who was supposed to pick up the beer). The final segment shows the fan working with a trainer a la Jared Goff to get game-ready by doing sit ups in his reclining chair.
The campaign will run on Bud Light’s YouTube and social media channels.
