Titans of the Tailgate

The Important Questions

Our friends at The Martin Agency asked the big questions on behalf of Bud Light and Traeger: “What if we combined a Bud Light kegerator with a Traeger smoker?” “What if we added off-road tires?” And finally, “What if we threw in some shit-hot Bluetooth speakers as a bonus?” Finally! A product we could actually sink our teeth into. Would we write an ear-worm jingle for this glorious beast? Hell yes we would.

Operation: Hang Out with Celebrities

Fast forward: the Howling Music crew packed into the studio in Nashville as Adam Cunningham (The Voice) belted out a rock-blues anthem hot enough to sear a steak. Did we crash the shoot? Pretty much. Did we hang with NFL superstars George Kittle and Baker Mayfield? More or less. Was history made? Doubtful.

The collaboration was equal parts rigorous and ridiculous in the best way possible, something we want more of for each and every creative project. Attending the shoot meant that we could work with the director, team, and talent to guarantee every sound synced perfectly, ensuring a flawless handoff to MONDIAL in post. And despite the rumors, there were no ulterior motives related to the San Francisco 49ers…

The Piece

Bud, Beef, and Ball

The result was a one-of-a-kind audio identity that matched the fun, over-the-top spirit of the Traegerator. Most importantly, our client was elated with both the process and the final product, a reminder of what can happen when all the right people are in the room, and everyone is pushing toward the same creative vision.

All we know is we had a blast. And while we can neither confirm nor deny the presence of pig noises (and other farmyard animals) on the track, we can confirm George Kittle is a hungry man who may also enjoy a Bud Light now and then. Credit also goes to the steady hands and cool heads at Martin — this was a tall order, but none of us have ever had more fun. Case closed.

Give us a shout.

And by shout we mean it, we’ve got the tunes cranked!

We’d love to help your crazy ideas come to life, especially if they involve more 49ers.