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The ad stars comedians Amy Schumer and Seth Rogen as the running mates for the presidential campaign who announce the formation of their party with a lovely name, Bud Light Party. They claim that their party will put an end to the debates and the divisive American politics because the citizens of the United States, in fact, all want the same things – “liberty, justice, three days weekends, funny T-shirts, jeans, free parking, burritos, sliding on hardwood floors in socks, cat videos, and beer.” It shows the comedians in different situations and different places exactly in the spirit of the political campaigns.
Ad producers at Bud have done a great job. They have shot the commercial in the spirit of political campaigns that is just right for the time when the United States of America are in the face of the presidential election. Some might claim that the ad is not creative enough, but I believe that depicting what we see on TV every day in a funny way is exactly the right thing. The commercial is made in an attractive and catchy way, so, there is a want to watch it over and over again.
The idea of introducing the new political party that will put an end to the diversities in the American politics with pointing out that the things people want are all the same, and that they are simple is, to my mind, brilliant. What also makes this ad dazzling is a portion of jokes in addition to the fact that the whole commercial itself seems to be a joke on the seriousness of the politics. It sort of says, “Why are you all so serious? Grab a beer.”
From the very first seconds of the ad, the only reaction to it is something like, “No way, is that another political ad? Let me just switch the channel.” But as soon as you see familiar faces and come to a realization that this is a Super Bowl ad, and there is no place for politics in the Super Bowl, you keep watching it. The message this commercial has is strong and emotional and, at the same time, catchy. Every time you watch the ad, you feel the wave of inspiration covering you. At least, it was what I felt.
The issue of defining target markets in the case of Super Bowl ads is not an easy one because, in fact, the purpose of launching a commercial during the events of similar scales is not made with the objective of market targeting. Instead, the only goal is to make the viewers aware of the product. It should be said that it is possible because the viewership during the Super Bowl is extremely high and the demographics are wide.
However, it is possible to analyze the target markets if the commercial is telecasted after the Super Bowl ends or by reflecting on the question, “Who will watch the ad after the Super Bowl?” In this case, the answer is easy and obvious.
The target market of the commercial is an average individual, a man in his mid-thirties, without regard to the marital status. I believe it is so because the ad depicts the key figures in a factory, at a ranch, watching a bout and a rodeo, activities that are typical of men. Moreover, the stress is made on good-looking Amy Schumer as one more way of attracting the attention of the manhood. As of the socioeconomic status and the level of education, the ad targets ordinary workers, not white collars, showing that a can of beer may be a good rest after another hard working day.