In our previous Leer Licensing we looked at the Marlboro Atari Lynx situation from a couple of decades ago. Today, we are looking at something a little more recent, Pac-Man and Bud Light. For most gamers that have been around for a while, this is not all that unique. Pac-Man was originally an arcade game from the early 80’s, a time when bars would have several arcade games in them, along with pool tables and juke boxes. Bud Light using Pac-Man in a commercial is not all that far off from gaming’s beginnings. How they are using Pac-Man in the commercial is certainly unique though- they built a life size maze, complete with ghosts, power pellets and normal dots to gobble up.
This commercial is called “Coin” and, according to Laist.com, will feature a man inside (presumably a party) who receives a message on his beer bottle (are digital labels really that far off?). The message tells him to go outside (what a concept) where he finds a real life Pac-Man maze in the parking lot. Using a giant coin that is inserted into an appropriately sized coin slot which activates the colorful maze.
In total, the commercial will run for approximately 60 seconds during this year’s Super Bowl. This Pac-Man commercial is part of Bug Lights ongoing advertising campaign named “Up or Whatever” and, according to the Chicago Tribune, meant to inspire millennial drinkers to think the beer is hip and cool.
It remains to be seen if this will help change the consumer perception of Bud Light, specifically in the demographic they are aiming for.
What are some of your favorite gaming related commercials? Are you a fan of the Kate Upton Game of War: Fire Age commercials or are you more of a Dr. Mario “Witch Doctor” fan?