Busch Beer Invites Fans to Record Its Jingle From the '80s
If you've been itching to reinterpret Busch Beer's Reagan-era "Head for the Mountains" jingle, your moment has arrived, thanks to a contest developed by Deutsch New York. You could pocket $10,000, with your version of the track appearing in a commercial.
Billy Ray Cyrus will help choose the winner, and even provide a one-on-one Zoom singing tutorial. Here's his soulful take on the tune:
Now that you mention it @billyraycyrus, we should. Hey fans, we’d love your help in refreshing the classic #HeadForTheMountains song.— Busch Beer (@BuschBeer) June 23, 2020
Send us your version and you could win $10,000, have your song featured in a new Busch commercial, and join a zoom chat with Billy Ray. #Contest https://t.co/47VDLdFc79
"I have fond memories of those ads," Cyrus soulfully says in a statement. "We had a great time in the studio recording the song, and the opportunity to work alongside the winner to help hone their skills is really cool."
Here's the original sing-a-long from back in the day:
Yeah, old stuff's so … old.
Check out the complete lyrics here and post your video or audio version to Twitter, Instagram, Facebook or YouTube using the hashtags #HeadForTheMountains and #Contest by July 5. Upload 90 seconds max. It's an ad, not a rock opera.
"We are constantly inspired by our fans and the awesome content they are putting out on social," says Daniel Blake, vice president of A-B value brands. "During this time, we've been seeing more and more of this and we thought this could be the perfect opportunity to bring back our classic song with the help of our loyal drinkers."
Engaging consumers beyond traditional campaigns is paramount, Blake says. So, in addition to the jingle contest, Busch previously devised fun activations such as this wedding ceremony officiated by its spokes-hunk, and a pop-up shop hidden deep in the woods.
And jingles have enjoyed a renaissance of late. Brands ranging from Meow Mix and Folgers to Just Eat put modern spins on brand ditties, while Popeye's asked struggling musicians to remake its "Love That Chicken" theme. (If you didn't win that contest, give Buschhhhhhhhhhh a go. You could still savor the ruschhhhhhhhhhh of victory!)
Come on, belt it out loud, so Billy Ray can hear you:
"There's no place on Earth that I'd rather be
Than out in the open, where it's all plain to see
If it's going to get done, it's up to you and to me--
Head for the mountains, the mountains of Busch
Head for the mountains of Busch Beer!"
Client, Client Contact:
Sr. Director, Value Brands: Daniel Blake
Sr. Brand Manager, Busch: McKinley Stephens
Associate Brand Manager, Busch: Matt Overberg
Chief Creative Officer: Dan Kelleher
VP, Creative Director: Heather English
ACD Art Director: Vijay Patil
ACD Art Director: Danny Price
Senior Copywriter: Chris Wernikowski
Director of Integrated Production: Joe Calabrese
Producer: William Herrick
VP, Group Strategy Director: Andrew Quay
Senior Strategist: Alex Rakestraw
SVP, Group Account Director: Andrew Arnot
Account Director: Madalyn McLane
Account Executive: Hannah Duchardt
Project Manager: Rich Gladis
Director of Integrated Business Affairs: Maria Taris
Group Director, Integrated Business Affairs: Stacy Schwartz
Sr. Business Manager: Nikki Balekjian
Post Production: Steelhead
Post-Producer: Zack Herpy
Editor: Cohan Anderson
Audio Mixer: Marc Healy
Executive Producer: Jeff Morgan