Advertising Age reported that Bud Light and Latinworks are launching a campaign with recording artist Pitbull, demonstrating that Latino adpeople love hip hop too. In fact, Pitbull has already been hawking products for the Latino market, including Dr. Pepper. While the Bud Light spot has not yet aired, there’s a behind-the-scenes video that makes it look like, well, the Dr. Pepper spot. Whatever.
Bud Light Senior Director Mike Sundet gushed, “[Pitbull] epitomizes everything that our brand is about. He’s fun. He’s outgoing. He’s social. Obviously he has huge appeal within the Latino segment, but like Bud Light, he is broadly appealing [with] huge crossover appeal to the general market as well. … We’re not even looking at this as a Latino campaign. We’re looking at this as a multicultural campaign that is going to reach all of our core drinkers.”
Does that mean Bud Light will stop looking at Latinworks as a Latino agency? Will the shop be invited to pitch for AOR status on the brand? The clients—and officials at parent network Omnicom—would probably have to consume quite a bit of Bud Light before that would happen.
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