In todays society, the general consensus that American citizens hold is that there isn't anything that everybody agrees on. From the presidential candidacy all the way up to whether or not love should be defined by one person having a penis and the other having a vagina, America can simply not find a common ground. In Super Bowl L (fifty), Bud Light offers something that America can agree upon. This commercial pitches a fake political campaign with the main slogan "nothing brings our country together like Bud Light." Sure, Bud Light has used the slogans that highlight "up for whatever" and "here we go," but this commercial specifically appeals to everybody. One might wonder, how can a type of beer bring a nation together and how can an alcoholic product appeal to the underage portion of America. In this commercial, Bud Light is not just selling the beer; however, they are selling the idea of Bud Light Party, a fake political party in which men and women are treated equally, paid fairly and live happily. Along with the political party, Bud Light uses the renown characters Rogan and Schumer to make subtle jokes in the midst of promoting the product. This advertisement uses ethos, pathos, and logos to assure America that while there might not be much that our country can agree on, the reliable and dependable brand of Bud Light will always be a common ground to fall back on and quite simply will always be a party for everybody.

Super Bowl after Super Bowl, Bud Light has always been there displaying their fun loving product to every one. Last year they advertised the slogan "up for whatever." In this commercial Bud Light interviewed a random man in a bar where they asked him "if I give you this Bud Light are you up for whatever happens next." Of course the man agreed to the deal; however, he had no idea what he was getting himself into. The activities that followed him, "being up for whatever," included riding around in a limo for the night, seeing actor Don Cheadle with a goat on an elevator, playing ping pong with Arnold Schwarzenegger, and attending a Bud Light sponsored party starring the band One Republic. This commercial shows that while they may have advertised that they were "up for whatever," Bud Light did in fact follow up with their promise of being literally down for anything. This provides the attitude and image that when people drink Bud Light, the future is unpredictable. This commercial enables Bud Light to be seen as a credible source by the audience. In this year's advertisement, Seth Rogan and Amy Schumer appear in a Bud Light uses commercial and promise another optimistic proposition for the United States. Both comedians are very successful in their field and when shown on television the audience isn't just bound to glance, but is actually expected to listen to what they have to say. When Rogan and Schumer state Bud Light is, "A party for everyone," they include themselves in that party. If two very successful and famous actors partake in this "party for everyone," it makes it seem as if nobody is too good for this brand. Bud Light uses Ethos to continue their credible appeal using Rogan and Schumer, two very respectable faces, as they openly invite everyone to join a party which supports equality and happiness. 

Through the years Bud Light commercials have been consistently entertaining. In 2012, Bud Light advertised the slogan "here we go." This advertisement presented a rescue dog named "Weego" retrieving beers when called on command via "Here Weego". Statistically, animals have boosted the ratings of advertisements. In Natasha Braunwat's book, Animals in Advertising: Eliciting Powerful Consumer Response, Resulting in Enhanced Brand Engagement, she explains how animals have been a huge asset in terms of marketing a product. Other than showing the face of animals, having famous celebrities appear in a commercial is another strong way to appeal to the viewers. According to the Hollywood Madison Group, 20 percent of advertisements feature a celebrity because people would rather see "football legend Peyton Manning rather than Ed Stutuowski." Hollywood Madison Group argues that this type of ideology is rooted within the consumer's psychology and behaviorism. Bud Light highlights the faces of Rogan and Schumer to not only appeal to the alcohol drinking audience, but also the underage portion of the nation. Other celebrities such as Paul Rudd and Michael Pena are shown during the commercial as well. While the average person is not spending their free time drinking a beer with Seth Rogan, for this one minute everybody gets to feel the sensation of sharing a beer with him.

 Bud Light did an exceptional job, not just promoting their product, but also enhancing the greatness of America. Factoring in how prosperous and unified the United States is as a nation is something that all American citizens enjoy seeing. At a time of stale mate in America, people are able to digress and see how Bud Light can unify our nation. Rogan stressing characteristics that America pride themselves on such as, "liberty and justice" make the viewers think that Bud Light is advertising more than just beer. Hundreds of average citizens stand side by side with prominent figures such as Rogan, Schumer, Rudd, and Pena and enjoy a beer. Bud Light persuades the audience using logos in this commercial by highlighting celebrities and showing America as a unified nation, even if it is for a brief moment. 

By using phrases such as "a party for everyone" along with subtle jokes, Bud Light is able to emotionally connect with everybody watching the commercial. The commercial enables the audience to feel like Bud Light is not meant exclusively for the bravest men or for the sexiest women. The Budweiser commercial that was advertised in the Super Bowl exclusively addressed that their beer is "not soft, not a fruit cup and not for everyone." While some people may drink Budweiser to prove that they are manlier than the average citizen, that kind of marketing does not appeal to everyone. Bud Light is a brand that shows that their beer is for anyone who wants to "join the party." In addition to appealing to everyone, Bud Light appeals emotionally to their viewers by allowing Rogan and Schumer to simply be Rogan and Schumer. Nobody wants to watch Rogan and Schumer pretend to be someone they aren't. Rogan and Schumer are able to give their marketers what they want to see by dropping subtle jokes throughout the duration of the commercial. In the spirit of the political theme of the commercial, Rogan says, "We've got the biggest caucus in the country," referring to Bud Light followers. Schumer responds to Rogan's statement by saying, "but it's (Bud Light's caucus) not too big ...  Like you can handle it." While it is just a simple joke, it is expected out of a comedian like Schumer. A joke like this is also very border line which makes it extremely memorable for the audience. Bud Light influences their audience using pathos by winning over their audience's emotions with comedic jokes and applying their product to everybody. 

Overall, Bud Light is able to successfully appeal to their viewers by appealing to their emotion's, showing that they are a reliable brand and also by using statistically successful tactics that worked in the past. I distinctly remember the first Bud Light commercial I found entertaining. In the Cardinals vs. Steelers Super Bowl, when a company was looking to cut back on expenses, an employee suggested that the company not buy Bud Light for every meeting and was thrown out the window. Through the years, they have improved their advertisements and, in my opinion, have posted their best commercial yet. Before doing this assignment, I saw this ad and found it hysterical. When I saw this commercial air during the Super Bowl, I was very excited knowing that I was not just going to be able to write on good ad, but also one that I enjoyed. This commercial provides a good, entertaining source of advertisement for Bud Light. 

