Bud Light appears to have signed with the 420 Spaghetti Group to handle their marketing. This is where people sit in a room and throw spaghetti at the wall to see what sticks. Possibly while high. The former #1beer in America's latest (failed) attempt to avoid apologizing to their now former customers stars Kansas City Chief tight end Travis Kelce.

In a commercial where Kelce doesn't drink the beer. And where no one talks. They just grunt. You know, like all us blue-collar, middle-class men do.

To illustrate how cool and refreshing Bud Light is, they hired an athlete who can't drink beer. Not that he's on the wagon or anything. NFL Players, per their union contract, are not allowed to appear in commercials or advertisements drinking beer or directly endorsing a beer. Also, let's be honest, how many people outside of Kansas City recognize Kelce when he isn't in uniform?

The bigger problem goes back to something I keep saying. I know the deal with controversial titface performer Dylan Mulvaney is the easier target. The bigger problem that caused Bud Light's collapse is when disgraced former vice president Alissa Heinerscheid exposed how little the people who run Anheuser-Busch think about the people who (up until recently) drank AB products.

Bud Light had been kind of a brand of fratty, kind of out-of-touch humor, and it was really important that we had another approach.

That another approach didn't work, so they are going back to "fratty" and "out-of-touch" humor. Only now that fratty and out-of-touch humor comes across as a cheap pander. These campaigns don't come from a place of comedy. They come from a place of "this is how little elite executives think of middle America."

I'll bet you a free case of Bud Light after rebate that the company's new deal with the WWE isn't in recognition of them being the recognized symbol of excellence in sports entertainment. It's because someone in a boardroom figured rubes like their rasslin'.

A simple "whoops, we f*cked up" twenty billion dollars ago could have worked. Bud Light instead went in eleventy different directions.

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Brodigan is Grand Poobah of this here website and when he isn't writing words about things enjoys day drinking, pro-wrestling, and country music. You can find him on the Twitter too.

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