Bud Light and Style

The 2010 Bud Light commercial had a modern and comical style. The commercial starts off in a modern-day office setting: cubicles, ringing telephones, computers and busy workers.
"What's that?", asks a man walking by his co-worker's desk.
"That's a swear jar", she replies casually.
Many people in the 20th century are very familiar with 'swear jars', but the woman goes on to explain that every time a person in the office swears they have to put money in the jar - an exercise meant to prevent people from frequently letting things "slip out". Once the jar was full, she went on to explain, they would use the money to get something for the office (which seems like positive reinforcement for negative behavior).  "****ing awesome", the man responds immediately following her explanation, and proceeds to add his payment to the jar. Viewers can immediately sense the playfulness of the commercial because it's obvious the jar is going to be used for the exact opposite of its designed purpose. The remainder of the commercial is full of clips where other workers around the office swear left and right, doing so intentionally. There was an incident that took place in a meeting, where a woman asked a man to borrow a pen. The man would not loan his pen to the woman until she asked for it properly - by swearing first.
The commercial was smart in the sense that it was so relatable to such a large audience. Every day people could identify with the humor whether they worked in an office or not. The situation -being so common and farcical- made it entertaining to watch. While making the audience laugh, the overall message was still present: people want, and will do anything to get, a can of Bud.