Rapper Jay-Z to be co-brand director for Budweiser Select

By Patrick Luce Oct 18, 2006, 11:35 GMT

Anheuser-Busch and Shawn “Jay-Z” Carter are joining forces. Carter will collaborate with Anheuser-Busch as co-brand director for Budweiser Select.  This association brings together the nation’s No. 1 brewer and entrepreneurial urban icon to collaborate on strategic marketing programs and creative ad development.

In this role Jay-Z will participate in Budweiser Select planning sessions to provide his unique spin, thoughts and insights on various brand programs.  This deal marks the first time Anheuser-Busch has signed a celebrity to actively participate in the development of one of its beer brands. 

This new relationship kicks off tonight with TV ads scheduled to air during the National League Championship Series on FOX and Monday Night Football on ESPN that will promote the launch of Jay-Z’s new CD ‘Kingdom Come.’

“Collaborating with JAY-Z on marketing our Budweiser Select brand presents an opportunity to work with one of the world’s great entrepreneurs and draws upon his expertise with pop culture, music and business,” said Marlene Coulis, vice president of Brand Management, Anheuser-Busch, Inc.  “His approach to reaching people in creative, groundbreaking ways that transcend cultural boundaries makes this alliance particularly exciting.”

The first 60-second spot captures the essence of Jay-Z’s latest single by incorporating scenes from his video recently shot in Monte Carlo and Nice, France.  Set to the track of his new song “Show Me What You Got,” the spot features Jay-Z, Dale Earnhardt Jr., NASCAR’s most popular driver and Danica Patrick, open wheel racing’s most famous woman driver.  The closing graphic reads, “Jay-Z is back, coming Nov. 21,” in reference to the date Jay-Z will release his new CD.

The 30-second spot focuses on the rhythmic energy of a house party high atop the cliffs of Monaco.  St. Louis-based ad agency Cannonball, collaborated with Jay-Z and the Budweiser Select brand team on the ads.

Jay-Z also will be involved in providing direction on other upcoming Budweiser Select television ads, radio spots, print campaign and several high-profile events.

“Show Me What You Got" is the lead single from Jay-Z’s highly anticipated new solo album, “Kingdom Come.”  Scheduled for release on Tuesday, Nov. 21, the album marks Jay-Z’s return to the rap game since retiring in 2003 and being appointed president and CEO of Def Jam Recordings.