Budweiser has an answer to Bud Light’s 50/50/1 concert series. The Anheuser–Busch lager teamed up with Jay-Z and his Roc Nation protégé Rihanna for the brand’s first global effort using music as a backdrop.
“Budweiser Made for Music is a tribute to those who continue to put their energy and passion everyday in the pursuit of their dreams,” said Ricardo Marques, Budweiser’s global advertising director. “Jay-Z and Rihanna represent these values and are therefore an incredible source of inspiration to us all.”
The crusade delivers two, 30-second clips; one soundtracked by Jay-Z’s “PSA” that challenges consumers to make something real (#newrules), and another set to Rihanna’s “Right Now” where living in the moment with a bold attitude is the aspiration. Both spots were helmed by Grammy Award-winning filmmaker Mark Romanek and inspired by the success of the Mr. Carter-curated Made in America Festival that ignited Philadelphia’s 2012 Labor Day weekend. At their core, the visuals serve to celebrate creatives and “support the great artists who inspire millions of people across the globe with their talent, dedication, and drive to achieve their dreams,” as put by Budweiser’s global sports and entertainment director Camilo Durano.
Aside from seeing Jay-Z and Rihanna immortalize their allegiance to Budweiser’s global push, the brand will sponsor their respective tours, provide exclusive music content via BudweiserMusic.com, and produce limited-edition packaging that boasts Jay and Riri’s seal of approval, including a travel case inspired by the latter’s Diamonds World Tour.
Check out both invigorating clips below and stay tuned to Budweiser’s YouTube channel for updates.