After enduring a year of backlash following its controversial partnership with transgender activist Dylan Mulvaney in 2023, Bud Light is desperately trying to recover. The brand, once a dominant force in the beer market, saw a massive drop in sales following the ill-fated ad campaign. Now, in an attempt to regain its lost market share, Bud Light has released a new commercial called “Wrong Commercial,” starring comedian Shane Gillis.
This new ad marks a stark departure from the woke narrative that previously alienated many of Bud Light’s core consumers. In the commercial, Gillis plays an actor who, upon arriving at a bar to film a typical beer ad, finds himself unexpectedly placed in an avant-garde, overly artistic commercial. As Gillis reacts in confusion—much like the average consumer might in a similar situation—the commercial cuts to an alternative actor, who’s happily drinking Bud Light while eating wings and enjoying a more traditional, laid-back experience. The ad is a sharp contrast to the tone-deaf approach of the previous campaign.
Social media reactions to the ad have been mostly positive, with many praising the shift in direction. One user on X (formerly Twitter) commented, “Bud Light just released this hilarious new ad with Shane Gillis. This is the second commercial they’ve done with Shane in the last few months. Old school beer ads continuing to make a comeback! I think Bud Light is gonna have a big 2025.” For many, it’s a refreshing return to the straightforward humor and classic appeal that made Bud Light a staple of American beer culture.
However, despite this shift, there’s still a long road ahead for the brand. Some critics remain skeptical about Bud Light’s ability to reclaim its former dominance in the market. A bartender weighed in, saying, “Three years ago, everyone ordered Bud Light on gameday. Now? It’s like a pariah. Miller, Coors, Michelob Ultra—occasionally we get Bud Light. Also, ‘kids’ really aren’t into light beers. Lots of Guinness sold now. Lots.”
Others argue that Bud Light’s damage has been done and that they may never win back the trust of their former loyal customers. One commenter said, “Bud Light made their bed, now they live with it. Most Bud Light beer drinkers have already switched and they’re not going back. Shane Gillis is a great comedian, but I think the voters just showed you what they think of celebrity endorsements. Bud Light showed everyone who they are: ‘When someone shows you who they are, believe them the first time.’ — Maya Angelou.”
The controversy surrounding Bud Light began with a decision by Alissa Heinerscheid, the company’s Vice President of Marketing, who was responsible for the ill-conceived “inclusive” campaign that involved Mulvaney. In a now-infamous interview, Heinerscheid called the brand “fratty” and “out of touch,” and outlined her plan to shift Bud Light’s image to attract younger, more progressive consumers.
Heinerscheid argued that Bud Light needed to evolve to survive. “It’s been in decline for a really long time,” she said. “If we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light. It means inclusivity. It means shifting the tone. It means having a campaign that’s truly inclusive and feels lighter and brighter and different and appeals to women and to men.”
Despite these lofty goals, Bud Light’s radical pivot alienated a significant portion of its customer base, who saw the campaign as an attempt to erase the brand’s identity. Now, after facing the consequences of its misguided approach, Bud Light is trying to rebuild trust with its audience—but whether this new, more traditional ad campaign can overcome the damage remains to be seen. For now, it’s clear that Bud Light has a steep hill to climb before it can return to its former glory.
