The Bud Knight Lives: Anheuser Revives Ad Mascot After Super Bowl Demise

The Bud Knight died so that his backer could gain a new round of publicity. And now he will live again for much the same reason.

Giant brewer Anheuser-Busch InBev will bring the colorful ad mascot back to life this weekend after allowing him to be killed off during the Super Bowl in a much-scrutinized commercial that helped promote Bud Light as well as the coming final season of HBO’s “Game of Thrones.”

The new commercial, slated to air during broadcast of the NCAA Final Four this weekend, will show the character rising anew, no doubt putting to rest any fears that Anheuser would have to stop a months-long series of commercials featuring the knight defending the kooky residents of an unnamed medieval kingdom.

Orchestrating the demise of a popular advertising character is not the norm on Madison Avenue. In most instances, advertisers want to find ways to keep their famous figures relevant, not hasten their demise. The Keebler Elves, Green Giant and Geico Gecko are all long in the tooth, but no one can imagine their big-spending backers offing them on national television.

That all changed on February 3, 2019, when viewers of CBS’ broadcast of Super Bowl LIII saw the Bud Knight unseated in a joust by a character from “Game of Thrones,” who – in a dark turn – proceeded to crush the Knight’s helmet, with the man still inside of it. A dragon then laid waste to the village hosting the event.

His revival will no doubt bring Anheuser and Bud Light a new round of attention. Coincidentally, the Knight returns to the ranks of the living just says before the last “Game of Thrones” season is expected to unfurl on AT&T’s HBO, prompting contemplation of whether the two parties decided to delay the Knight’s next big appearance until just before “Thrones” returned as well.


More TV

  • Meryl Streep

    Meryl Streep to Narrate Apple Animated Short About Earth Day

    Meryl Streep is the latest big name heading to Apple. The acclaimed actor is attached to narrate a forthcoming animated short film about Earth Day, which is slated to premiere April 17 on Apple TV Plus. Titled “Here We Are: Notes for Living on Planet Earth,” the short will also feature the voices of “State [...]

  • NAPTE 40th Anniversary

    Why NATPE Miami Is a 'Booming Area for Media and Multiculturalism'

    The NATPE conference will mark its tenth iteration of dealmaking, networking, brainstorming and ocean-gazing in Miami this year. The move of the association’s annual market and conference to Miami Beach in 2011 was born out of desperate times, but the balmy setting has proven to be a boon for the National Assn. of Television Program [...]

  • Paris Recreated for Movie Productions on

    TSF Recreates Paris on Former Air Base for Movie and TV Shoots

    As French outfits move to expand their studio offerings, industry eyes have turned to a 20-hectare stretch of land 20 miles south of Paris. There, in the commune Plessis-Pâté, sits the TSF Backlot 217, a converted air base that has become one the Gallic industry’s banner initiatives. One of France’s leading production suppliers, TSF scoped [...]

  • DSC07163.ARW

    Streamers Urge French Production Sector to Go Green

    For the French industry, the drive to open up additional studio spaces has gone hand-in-hand with the push for green production, because for the most part, they share the same root cause: The international streamers that are causing a surge in audiovisual production tend to have strict criteria when it comes to sustainable development. “Companies [...]

  • The Immortal

    Beta Scores Multi-Title Deals in the U.S., Latin America (EXCLUSIVE)

    MADRID  — Ahead of next week’s Natpe market in Miami, Beta, one of the biggest independent TV-film powerhouses in Europe, has confirmed a swathe of sales on its U.S. TV movie productions and high-end spin-off series “Gomorrah: The Immortal.” The sales flag Beta’s diversified production-distribution model, and the continuing appetite for TV movies in the U.S., [...]

  • Discovery Corporate New Logo

    Intl. TV Newswire: Discovery U.K. Records, Netflix Stop Motion, Annecy Growth

    In this week’s International TV Newswire, Variety recaps Discovery U.K.’s best-ever year, a new Netflix stop motion series from Nexus Studios, Annecy’s growth, DCD’s pre-sales and Natpe lineup and another plaudit for “Friends” creators David Crane and Marta Kauffman. 2019 Marks Biggest Year Yet for Discovery U.K. Discovery U.K. enjoyed a banner year in 2019, with total [...]

More From Our Brands

Access exclusive content