Dive Brief:

• Bud Light will extend its year-long "Whatever" marketing campaign with a massive presence in Phoenix, AZ, to coincide with the Super Bowl in February.
• The AB InBev brand will take over a block of the city and convert it into a playground of celebrity performers and beer. The stunt is similar to, but much smaller than, Bud Light's conversion of an entire town into Whatever, USA, earlier this year. 
• One big winner in the Whatever stunt is Chicago-based ad agency Energy BBDO, which handles marketing for the campaign. 

Dive Insight:

The Whatever campaign got off to a strange start with the debut of those ads in which ex-California governor Arnold Schwarzenegger dressed odd and played ping pong. And the campaign seemed to peak with the angry winners of the Whatever contest showing that they were, in fact, not up for "whatever." Despite all that, for one reason or another, the Whatever campaign is back.