The spot begins with the iconic Busch stream pull – a hand reaching into a cold mountain stream to pull out a six-pack of Busch beer. We see the cans surface and the Busch Guy, the brand’s new spokesmen, begins “Crisp, cold refreshment. It’s what Busch is known for.” He then asks a man in fishing gear standing by the stream “What are you known for?”. The man responds “I’m cool under pressure”. Suddenly a fish hook catches the man’s ear, but he remains unusually calm as he says “What is that? A fish hook? Golly!” The Busch Guy looks at the man confused. He cracks open a Busch can and the BUSCHHHHHH sound resonates through the great outdoors. As a product shot and supers appear, the BUSCHHHHH sound continues.

Casting for this commercial was an extensive process. We auditioned over 200 people for the role of the Busch Guy. When casting the Busch Guy, we knew we needed someone who was relatable in look and personality, and slightly aspirational. It was very important to find someone with the right one and facial expressions to express the type of humor we wanted to convey in the spot. For our supporting characters, again relatability was key as well as visually interesting talent. Our target would see themselves in these characters, so we needed them to reflect our audience in a way. We looked for people with strong comedic sensibilities, and who offered authenticity and believability. They also needed to play well against main hero, the Busch Guy.