Hot Take: Bud Light Goes Too Bro With Super Bowl 60 Ad

THE AD: The celebrity trio from Bud Light’s 2025 Super Bowl ad are back. Peyton Manning, Shane Gillis, and Post Malone are just beginning to enjoy a wedding reception when a runaway keg turns into a frantic tumble down a hillside.

MY TAKE: Bud Light finally went too hard on bro culture.

The Super Bowl is a loud place for advertisers, so doing the most to stand out is expected.

For the 2026 Big Game, Bud Light decided its strategy is lots of celebrities, maximum chaos, and… trying to wreck a marriage that’s barely begun.

In “Keg,” 60 seconds of mayhem created by Anomaly, a rogue Bug Light keg prompts an entire wedding party, including the bride and groom, to hurl themselves down a hill. The crescendo of “I Will Always Love You” plays, implying that rather than the vows exchanged, the true enduring relationship is with beer. 

We knew when Bud Light lost its crown as the best selling beer by volume in 2023 that there would be a shift in its advertising. But it’s pivoted so far into bro culture that the ad ends on Shane Gillis saying ”I give it a week.” Beers over brides, right fellas?

Listen, I get that in a Bud Light ad, Bud Light gets to be the star. But 2025’s backyard barbecue was the platonic ideal of a Super Bowl ad: still chaotic but also funny, relatable, and endearing.

My colleague Kathryn Lundstrom wrote about how, even after the Taylor Swift effect boosted female viewership of the Super Bowl, many brands still don’t play to nearly half of the people watching the Big Game. If Bud Light wants to leave money on the table, that’s on them.

And not for nothing, Post Malone, but when your first thought at a reception is worrying about the beer running out, maybe it’s time to lay off the sauce.