Pitbull Stars in New Multicultural TV Campaign for Bud Light

Cuban-American Rapper Appears in Latinworks Effort That Also Features Shazam Tie-in

Hoping to add some bite to its multicultural advertising, Bud Light is unleashing hip hop star Pitbull in a new TV campaign aimed at tapping into the Cuban-American’s rising stardom and crossover appeal.

While the Anheuser-Busch InBev brand has worked with Pitbull before on a limited basis, this is the first time he will appear in TV ads, which come as the brewer faces increased competition from imports and spirit brands for the Hispanic dollar. But the new campaign — expected to break within two weeks — is far from a pure Hispanic play. Ads will run on major U.S. broadcast networks, as well as Hispanic TV. The campaign, by Bud Light Hispanic agency LatinWorks, will include also print, digital and retail executions, Mike Sundet, senior director for Bud Light, told Ad Age.

Read the entire article at Ad Age.