Seahawks and the Bud Light Cleanup Crew
Bringing 12s and Local Legends Together for a Bigger Purpose
Selling Bud Light in the PNW is no easy feat. This is craft beer country afterall. So, to give Bud Light a shot in the spotlight, we had to rethink our way in. Enter the Bud Light Cleanup Crew. During four Seahawks home games, fans got the chance to clean up the tailgate lot alongside Seattle legends, earning an upgraded game-day experience in return.
At first, the Seahawks weren’t sure fans would want to watch other fans cleaning the tailgate on Hawkvision. Fair. But after workshopping a few scripts, we landed on a tone that blended swagger, hype, and a little tongue-in-cheek fun to elevate the do-goodery of recycling.
The result? The Cleanup Crew made it to Hawkvision, and onto Bud Light’s social channel, inviting even more fans to sign up and see a different side of Bud Light in the PNW.
For each script, I wrote around something that our starring Seattle Legend was known for. Marcus Trufant is Seattle's Seahawks Darling. He's also a damn good cornerback.
Detlef Schrempf was a forward for the Seattle Supersonics and famously known for his 3 point shots and also for being really, really (I mean REALLY) tall. Oh, you might have also seen him make an appearance on a little known show called Parks and Recreation.
Walter Jones is a true gem. It's no secret that he played offensive tackle–his training plan included pushing A CAR.
Representing the other "football", we had former Seattle Sounders goalkeeper, Kasey Keller, come out and play.