STORY celebrates the Bud Light beer man

Even though there are no fans in the stands, baseball fans can still have Bud Light delivered to their seats, at home.

While Major League Baseball fans won’t be going to the ballpark this year, Bud Light is bringing a bit of the ballpark to them.

A new broadcast and social campaign, produced by STORY and directed by Ron Lazzeretti for FCB, Chicago, pays tribute to one of baseball’s most revered characters: the beer man. A series of spots features a beer vendor walking through a suburban neighborhood hawking a tray of ice cold Bud Light and Bud Seltzer.

In each variation of the spot, the vendor engages in familiar stadium banter, but instead of fans sitting in bleachers, he’s calling out to people watching the game from the comfort of the living room couch. Released to coincide with the start of the abbreviated MLB season, the spots direct viewers to a website where they can order home delivery of Bud Light.

STORY produced the package while working in compliance with AICP and CDC COVID-19 guidelines and with the approval of the DGA, IA, SAG and the Illinois Film Office. For STORY’s COVID guidelines VISIT HERE.

Bud Light

The scenario allowed Lazzeretti to shoot more than a half dozen spots with one actor and a small crew on a single tree-lined street. Crew members wore masks, maintained social distancing and followed strict guidelines for safety and hygiene.

Bud Light
STORY Executive Producer, Mark Androw

“It was smartly written and I give credit to the FCB Agency for designing a great idea that was practical to produce safely,” said STORY Executive Producer, Mark Androw. “Outside, one actor, all the crew had masks and sanitizer, the clients were remote. It was a great job to work on under this environment.”

One thing that wasn’t in short supply was Lazzeretti’s comedic magic. Directed with a light touch, the spots ooze kooky charm. “There’s a simplicity to the spots that I just love,” Lazzeretti says. “And as always with work like this, casting is such a huge thing.  Just a very sweet campaign, fun to shoot and fun to see.”


Title: Calling TalkingJaywalking, NeighborhoodRow GLast CallPorchTouchdown

Client: Bud Light


Ron Lazzeretti

Mark Androw
Executive Producer

Marsie Wallach
Line Producer


Teddy Brown
EVP Creative Director

Tony Mavrelis
VP Creative Director

Bruce Forbes Senior
Art Director

Tina Manikas
President, FCB/RED

Howard Klein
SVP, Group Management Director

Katie McNulty
Account Supervisor

Joe Tipre
VP Director of Production

John Bleeden
Executive Producer

Stacy Miller
Executive Producer of Project

Gina Tabascio
Project Manager

Ellen Kuratnik
Sr. Broadcast Business Manager