How do you connect a construction worker in Philly to one of the biggest music producers on the planet? With a six-pack of Bud.

For Super Bowl LVII, we reimagined “six degrees of separation” as a cross-country beer run. The spot follows a six-pack of Budweiser as it changes hands—passing through self-made Americans from all walks of life—until it lands with Metro Boomin in his studio. The ad was narrated by none other than Kevin Bacon, the man who made six degrees famous, and backed by an original track produced by Metro himself.

In the lead-up to the game, we took the idea to social. Fans followed a real-time chain on Instagram linking Metro Boomin all the way to Dwyane Wade—each person in the chain holding a Bud. The final Bud in the six-pack? Delivered by Clydesdales to one lucky winner, along with a year’s supply of Budweiser.

RESULTS

• 300M+ total impressions

• Top 5 most-liked Super Bowl ad

• 37× more social buzz than any other alcohol brand

• Drove 23% of all Super Bowl brand mentions

Because no matter who you are, you’re never more than six beers away.