In “Falconer,” we find Busch Guy in the woods about to conduct a “Refreshment Challenge.” In front of Busch Guy are two beers, with the logos pixelated and the challenge participant: a blindfolded bird trainer and his blindfolded falcon. Busch Guy tells the bird trainer that he’s going to open two beers and the trainer is to tell him which one sounds more refreshing. Busch Guy cracks open the first beer and it makes a normal sound. It’s obvious to viewers this beer is Coors even though it’s pixelated. He then cracks open the Busch beer and it gives a resounding BUSCHHHHH sound — making Busch the obvious choice. The bird trainer thinks for a second, silently confers with his falcon and then delivers their answer: the second beer sounds more refreshing. Busch Guy looks to camera and gives the Refreshment Challenge results: “That’s two (votes) for Busch.”

Busch Guy is the spokesperson for Busch beer. Like Busch drinkers, he’s an outdoorsman who finds there’s nothing more refreshing than a cold beer in the great outdoors. Whenever he cracks open a Busch beer, it makes the same loud, refreshing BUSCHHHHH sound it’s made in advertisements for decades. The Refreshment Challenge that Busch Guy is hosting is reminiscent of the popular Pepsi (versus Coke) Challenge commercials of the 80s. And just like those commercials, we’re taking on Busch’s largest competitor, Coors beer. Except our challenge comes with a hefty dose of irony, since our participants are blindly choosing the most refreshing beer based on sound — a contest Busch will win every time given its iconic, refreshing BUSCHHHHH sound that’s conveniently also the brand name.