15% of men don’t have a single close friend, while 80% of men get cancelled on regularly by way of excuses. but there are two things that’ll get always get buds together: chirps and hockey.

so, in partnership with the NHL, budweiser engineered a national media blitz on one of hockey’s biggest days. the ad space was handed over to canadian men so they could call out a bud’s real excuse in an official budweiser ad.

with 10,000 submitted excuses in hand, we created the ads and had them trafficked within 48 hours. from coast to coast, the bud-generated media blitz dominated marquee NHL broadcasts, billboards, LED trucks, newspapers, social and more.