Budweiser is getting ready for a boo-zy Halloween... but what's new? This year, the mega brewery recently released “Touch,” a spooky new anthem written by R&B star Kehlani and Grammy Award-winner Ryan Tedder of OneRepublic, as its official soundtrack to All Hallows' Eve.
"Touch” comes to life in a short film from PRETTYBIRD director Fleur Fortune and follows masked revelers on a journey from dusk until dawn, culminating in the summoning of a mythical creature – a majestic black horse (Percheron – the French cousin of the Clydesdale) that serves as the driving force for the epic night.
“Halloween is a popular global holiday for our drinkers, a time when they are free to be whoever they want to be," said Lauren Rodriguez, Budweiser Global Brand Director, via a statement. "We saw an opportunity for Budweiser to own this exciting time of year and bring it to countries which haven’t experienced this fun tradition. Through strong partnerships with Kehlani and CAA Marketing, we took a non-traditional approach to our content and co-produced a music video to tell an engaging story about our brand."
The three-week campaign introduced Budweiser Halloween to markets where the occasion does not yet exist, enabling the brand to own the popular holiday. Budweiser worked collaboratively with Kehlani and her label Atlantic Records, to tailor the original song to the creative vision for the short film. The “Touch” film will be released in bars, clubs, and house parties globally as well as online. Additionally, the song will be released on Kehlani’s Spotify and iTunes pages.