By Sahil Patel
Bud Light is rolling out a new branded web series directed by actor and filmmaker John Krasinski (“The Office”), which spoofs a certain type of user-generated stunt video commonly found on YouTube.
Called “Hold My Beer,” the series, which launched last night on the Bud Light YouTube channel, features various men (and one “nana”) doing outrageous things after asking a friend to hold their Bud Light. It plays off of a style of stunt video on YouTube, which usually involves an insane individual asking a friend to hold their drink, only to then attempt an incredibly dangerous stunt. Here, Bud Light is going for absurd comedy rather than cheating death.
Per an interview with Krasinski and The New York Times, the series was concepted, pitched, produced, and shot by Krasinksi and his business partner Danny Stessen. Stars include Dan Gill and Barak Hardley, who have both appeared in “The Office,” in addition to actors Ahmed Bharoocha and Adam Ray.
There was no agency involvement. At the moment, there are three clips available online, with the intention of creating more videos around this concept, all to be distributed online. Though in the same interview, Paul D. Chibe, VP for US marketing and US CMO at Anheuser-Busch, said that the brand will consider pushing some of the clips on TV if anything “pops.”