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Bud Light “Crispy” 2020

Bud Light “Crispy” (2020) is a Bud Light commercial directed by Martin Wonnacott for Wieden+Kennedy, produced by Cake Factory. It won 2 awards, including AICP 2020 Honoree Sound Design 30 & Under and AICP Post 2020 Winner Sound Design :60 and Under.

A knight in full armor enjoys a Bud Light, emphasizing its crisp taste and no corn syrup, contrasting the medieval setting with modern beer attributes.

Video: cake-factory on Vimeo

Shot by shot

  1. The Bud Light logo is shown on a blue can covered in water droplets and ice, with the camera zooming in slightly.© Bud Light0:00
  2. A Bud Light bottle, covered in condensation and ice, is pulled from a bucket of ice against a blue background.© Bud Light0:02
  3. A Bud Light bottle is seen through a sheet of ice, with ice cracking and falling away to reveal the bottle and its label.© Bud Light0:04
  4. A close-up shot shows a block of ice shattering into many pieces against a blue background, creating a dynamic and refreshing visual.© Bud Light0:06
  5. A Bud Light bottle, covered in ice, shatters the ice around it in slow motion against a blue background.© Bud Light0:08
  6. A close-up shot of a cold, wet beer bottle as golden liquid pours out against a vibrant blue background.© Bud Light0:12
  7. A close-up shot of golden liquid swirling down a drain, with condensation visible on the surrounding surface.© Bud Light0:14
  8. A macro shot of a Bud Light bottle opening, with beer and bubbles spilling out against a dark blue background.© Bud Light0:15
  9. A close-up shot shows numerous golden bubbles rising and falling in a sparkling, effervescent liquid, creating a dynamic and refreshing visual.© Bud Light0:15
  10. A macro shot of golden liquid with many small bubbles rising, creating a dynamic and effervescent visual.© Bud Light0:16
  11. A close-up shot of golden liquid swirling and bubbling, creating a dynamic and refreshing visual effect.© Bud Light0:17
  12. A single drop of liquid falls into the foamy head of a glass of beer against a blue background.© Bud Light0:17

Stills © Bud Light. Made by Wieden+Kennedy, Cake Factory and Martin Wonnacott.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Medieval knight in modern setting enjoys crisp Bud Light, highlighting taste and ingredients.

Tagline: “Crisp taste. Brewed with no corn syrup. Bud Light.”

anachronismproduct as rewardunexpected charactervisual metaphor for crispnessslow motion reveal

The cut

Length
30 s
Shots
14
Average shot
2.1 s

What creatives use Bud Light “Crispy” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Bud Light “Crispy”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A Bud Light bottle, covered in condensation and ice, is pulled from a bucket of ice against a blue background.© Bud LightA Bud Light bottle is seen through a sheet of ice, with ice cracking and falling away to reveal the bottle and its label.© Bud LightA close-up shot shows a block of ice shattering into many pieces against a blue background, creating a dynamic and refreshing visual.© Bud LightA Bud Light bottle, covered in ice, shatters the ice around it in slow motion against a blue background.© Bud Light
    Frames from Bud Light “Crispy”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Bud Light “Crispy” in order, with its length, framing and what happens in it.

    A Bud Light bottle, covered in condensation and ice, is pulled from a bucket of ice against a blue background.© Bud LightA Bud Light bottle is seen through a sheet of ice, with ice cracking and falling away to reveal the bottle and its label.© Bud LightA close-up shot shows a block of ice shattering into many pieces against a blue background, creating a dynamic and refreshing visual.© Bud LightA Bud Light bottle, covered in ice, shatters the ice around it in slow motion against a blue background.© Bud LightA close-up shot of a cold, wet beer bottle as golden liquid pours out against a vibrant blue background.© Bud LightA close-up shot of golden liquid swirling down a drain, with condensation visible on the surrounding surface.© Bud Light
    Length: 30 s · Shots: 14 · Average shot: 2.1 s

  3. 03Ad ideas: every spot built on a anachronism

    Before you present an idea, you need to know who has done it, and how.

    Bud Light “Crispy” is built on a anachronism. Search the library by idea to see every spot that uses it.

    Squarespace “A Tale as Old as Websites”© SquarespaceSESC / Associação Cultural Videobrasil “Bom dia – Boa tarde – Boa noite”© SESC / Associação Cultural VideobrasilNorwegian Cruise Line “It's Different Out Here”© Norwegian Cruise LineSpaten “Multiverso da Força”© Spaten
    Squarespace · SESC / Associação Cultural Videobrasil · Norwegian Cruise Line · Spaten

More commercials by Martin Wonnacott

  • The Coca-Cola Company "For Everyone" (2025) commercial still© The Coca-Cola CompanyThe Coca-Cola Company “For Everyone” 2025Dir. Martin Wonnacott · Cartwright
  • Coca-Cola "Seagram's Ginger Ale - The Coca-Cola Company" (2024) commercial still© Coca-ColaCoca-Cola “Seagram's Ginger Ale - The Coca-Cola Company” 2024Dir. Martin Wonnacott · HONE
  • STELLA ARTOIS "A Taste Worth More" (2024) commercial still© STELLA ARTOISSTELLA ARTOIS “A Taste Worth More” 2024Dir. Martin Wonnacott · JKR
  • Antica Formula / Branca USA "Antica Formula - Branca USA - Renee Neufvulle" (2022) commercial still© Antica Formula / Branca USAAntica Formula / Branca USA “Antica Formula - Branca USA - Renee Neufvulle” 2022Dir. Martin Wonnacott

More from Wieden+Kennedy

  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Clash of Clans "Clash from the Past" (2023) commercial still© Clash of ClansClash of Clans “Clash from the Past” 2023Dir. Nalle Sjöblad · Wieden+KennedyClio Awards Grand Prix 2023
  • Brawl Stars (Supercell) "Starr Park" (2021) commercial still© Brawl Stars (Supercell)Brawl Stars (Supercell) “Starr Park” 2021Dir. Steve Rogers · Wieden+KennedyCiclope Grand Prix 2020
  • Nike "You Can't Stop Us" (2020) commercial still© NikeNike “You Can't Stop Us” 2020Dir. Oscar Hudson · Wieden+KennedyCannes Lions Grand Prix 2021
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • Southern Comfort "Whatever's Comfortable: Beach" (2013) commercial still© Southern ComfortSouthern Comfort “Whatever's Comfortable: Beach” 2013Dir. Tim Godsall · Wieden+KennedyLondon International Awards Grand Prix 2013

Award-winning beer commercials

  • Cervecería y Maltería Quilmes "Coincidencias" (2023) commercial still© Cervecería y Maltería QuilmesCervecería y Maltería Quilmes “Coincidencias” 2023Dir. Augusto Giménez Zapiola · draftLine BueEl Ojo de Iberoamérica Grand Prix 2023
  • Foster's "Good Call" (2014) commercial still© Foster'sFoster's “Good Call” 2014adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2014
  • Andes "Huracán Laura" (2013) commercial still© AndesAndes “Huracán Laura” 2013Dir. Armando Bo y Andrés Salmoyraghi · Del Campo Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Grand Prix 2013
  • Guinness "noitulovE" (2005) commercial still© GuinnessGuinness “noitulovE” 2005Dir. Daniel Kleinman · AMV BBDOCannes Lions Grand Prix 2006
  • Budweiser "True" (2000) commercial still© BudweiserBudweiser “True” 2000Dir. Charles Stone III · DDB WorldwideClio Awards Grand Prix 2000
  • Guinness Brewing GB "Bicycle" (1997) commercial still© Guinness Brewing GBGuinness Brewing GB “Bicycle” 1997Dir. Tony Kaye · Ogilvy & MatherEpica Grand Prix 1996

Questions

Who directed the Bud Light “Crispy” commercial?

Martin Wonnacott directed it, produced by Cake Factory, for the agency Wieden+Kennedy.

Which agency made Bud Light “Crispy”?

Wieden+Kennedy created it for Bud Light (2020).

What awards did Bud Light “Crispy” win?

2 awards, including AICP 2020 Honoree Sound Design 30 & Under and AICP Post 2020 Winner Sound Design :60 and Under.

What is the tagline of Bud Light “Crispy”?

“Crisp taste. Brewed with no corn syrup. Bud Light.”

Sources for the credits and awards

aicpawards.com