In “News,” we open on Busch Guy standing by a mountain stream. He cracks open his Busch beer. We hear its refreshing BUSCHHHHH sound, and Busch Guy says, “That’s the sound of refreshment. No question about it.” We then cut to a fisherman, who’s fishing with his friend and has a question. He asks Busch Guy, “When’s a good time to break some news to a friend.” Busch Guy responds, “Over a Busch.” The man hands his friend a Busch beer, rips off his fake mustache, then confesses that he can’t grow a mustache. The man is unsure how to respond to this shocking truth. He repeatedly asks, “What’s happening?” until Busch Guy changes his suggestion to “over two Busch’s.”

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.