During last year's Spanish-language broadcast of the Super Bowl, Bud Light debuted a twist on its 'Famous Among Friends' campaign with a heart-warming spot called 'Family Friends.' Instead of merely celebrating friendship, the ad recognized how many Hispanic consumers consider their close friends to be family.
Bud Light's Family Friends ad begins with a woman strolling into a party carrying a case of Bud Light beer. A voiceover then introduces different groups of people, each of which are enjoying each other's company while sipping on Bud Light. The ad ends with a Spanish tagline that reads "You're not just drinking beer with friends, you're drinking with family" -- a slight tweak on the English-language version which says, "You're not just drinking beers, you're building friendships."
The idea behind the ad was to highlight the high value that Hispanic consumers place on friendship and the idea that friends are often elevated to the status of family. As Maria Teresa Garcia-Rosell of Anheuser-Busch InBev explains, "We know they like sharing an emotional bond with their friends. Hispanics view their friends as family."