Super Bowl Ad Success

The Super Bowl ad that I chose to watch was Ghost Spuds by Bud Light.In this advertisement the 1980s Bud Light mascot Spuds comes back as a ghost. Spuds is upset with this man named Brian because he is sitting at home instead of out drinking Bud Lights with his friends. The first reference to Bud Light is about 17 seconds into the ad. Spuds takes Brian through a journey through time showing the good times his friends have had without him. Spuds then takes Brian back to the current night and shows him what his friends are doing. He says that his friends are running low on Bud Light and he would be a hero if he brought them more. Spuds gives Brian a case of Bud Light and a fedora but the fedora is silly so Brian takes it off. The commercial ends with a voiceover saying “That was Spuds McKenzie reminding you, you’re not just here for the parties, you’re here for the friendships”. I would have to say this ad’s target audience would be people in their 20’s and this ad brings upon a humorous tone. Bud Light does a good job telling a story in this advertisement by following the narrative structure. The inciting moment is when Spuds appears in front of Brian. The rising action is when Spuds bring Brian through the past. The turning point of this story is when Spuds brings Brian to his friend’s house and gives him a case of Bud Light. The falling action is Brian partying with his friends and the denouement is Spuds flying off with the voiceover mentioned above. I think Ghost Spuds matches up with Keith A. Quesenberry’s research very well. Keith A. Quesenberry researched what made Super Bowl ads successful; he found out that what made them successful was the fact that they followed the 5 act narrative structure. I believe, as I mentioned above, that this advertisement has all 5 acts of narrative structure.