AdFreak In Amusing New Ads, Deutsch Revives the Refreshing Sound of Buschhhhhhhhhhh Two years later, the can still sends out a siren's callBy David Gianatasio|February 8, 2019 Kicking off during the 2017 Super Bowl, the Busch can-cracking campaign is back with a series of new spots.BuschShare By David Gianatasio|February 8, 2019 Share What does refreshment sounds like? The answer, of course, is “Buschhhhhh.” That intensely annunciated brand moniker—given added aural oomph by the pop/schhhhhh opening of a Busch can—debuted in a Super Bowl commercial by Deutsch two years ago. The latest spots from the agency use the same gag to good effect. And of course, woodland wackiness from flannel-shirted pitch-dude Gerald Downy and his pals sets up the salient sound-offs. Below, in a half-minute installment that ran regionally during Sunday’s Big Game broadcast in Illinois, Iowa, Minnesota, Missouri and Nebraska—big markets for the brand—a befuddled blindfolded bro bungles a “refreshment challenge.” “The decision to run this spot locally came down to the fact that this is where Busch beer really is at home,” says Daniel Blake, senior director of U.S. value brands, at Anheuser-Busch. “As a brand, we embody the values of many of the people in those areas: down to earth, value simplicity, family—while bringing a sense of humor to everything we do.” Nearly three times more Midwestern households buy Busch than the national average, the client says. Next, 30 seconds of…camouflage humor, what else? Finally, a pair of 15-second clips starring birds. One swoops in for the kill, the other’s way more chill: Boo-yah! Toss that falcon a cold one! Along with the TV spots, Busch has developed digital and social elements, podcast breaks, billboards and live activations to make the “Sound of Refreshment” concept resonate all year long. Here’s a look back at the original spot from 2017: CREDITS: Agency: Deutsch, New York Chief Creative Officer: Dan Kelleher Executive Creative Director: Jeff Vinick Creative Director: Heather English Creative Director: Marques Gartrell ACD Copywriter: Danny Price ACD Art Director: Vijay Patil Director of Integrated Production: Joe Calabrese Executive Producer: Andrea Curtin Producer: Halley Mangano Director of Integrated Business Affairs: Maria Taris Group Director, Integrated Business Affairs: Stacy Schwartz Sr. Business Affairs Manager: Nikki Balekjian Project Manager: Ashley Heisner Account Director: Andrew Arnot Account Supervisor: Madalyn McLane Assistant Account Executive: Hannah Duchardt Production Company: Radical Media Director: Steve Miller Executive Producer: Gregg Carlesimo Line Producer: Laura Heflin Director of Photography: Eric Schmidt Editorial Company: Mackcut Editor: Ian Mackenzie 2nd Editor: Mike Leuis Assistant Editor: Cooper McLane Post Producer: Gina Pagano Sound Engineer: Sam Shaffer Telecine: Tim Masick at Company3 Original Sting: JSM Adweek Adweek