People in the UK do not like weak beer.

That’s a fact.

And a tough one for Budlight to overcome. But one thing people in the UK do like is laughing at themselves.

So we made a beer brand that wasn’t afraid to do the same. A light approach to beer.

Light. Because it’s called Bud Light. You get it?

Bud ‘light’, a light approach… forget it.

Client: AB InBev

Agency: Wieden & Kennedy