Busch has long been the beer of choice for outdoorsmen across many generations, landscapes, and interests -from fishermen, to football fans,to dadsdoing yard work.Those old will recall the Busch TV adsof the 70s and 80s, set in the great outdoors, featuring woodland creatures, and traditional men, enjoying a Busch. The spots culminated in a can crack, with a voiceover exaggerating the “BUSCHHHHH” sound. The sound was,and is,a tributeto brand’sconnection to the outdoors. From focus groups, we knew our target remembered the ads of the past fondly, but didn’t really know what Busch stood for today.