You may know him from such early 2000s hits as “Right Thurr” and “Holidae Inn,” but rapper Chingy has a new agenda outside telling “tricks” to swish their hips and sip on Hen: selling Busch brand’s Kräftig and Kräftig Light lagers.
Howard Bailey Jr., better known as rapper and R&B artist Chingy, is the official face of new online commercials advertising Kräftig, a lager brewed by St. Louis, Missouri–based William K. Busch Brewing Co.
The connection here is that Chingy is a St. Louis native, and recorded the commercial at a pub on the St. Louis waterfront in an area called Laclede’s Landing. He’s also the co-founder of a St. Louis–based entertainment management company, Fulldekk Music Group.
As for the beer, Kräftig is a product from the William K. Busch Brewing Co., helmed by William K. “Billy” Busch, which started operations in St. Louis five years ago. It has no relation to Anheuser-Busch, which was acquired by InBev, a Belgian company, in “a hostile takeover in 2008,” according to a spokesperson.
“Today that company is named AB InBev, and is a competitor. But Billy is extremely proud of his heritage and is writing the next chapter of the Busch Family’s brewing legacy,” the spokesperson said.
The legacy goes deep: Billy Busch is the son of August A. “Gussie” Busch, Jr., who is the grandson of August A. Busch Sr., and the great grandson of Adolphus Busch, co-founder of Anheuser-Busch, which he founded with his father-in-law, Eberhard Anheuser in 1852.
The beer name kraftig is a German word denoting “sturdy, vigorous, powerful, [and] bold,” selected to represent the company’s “fierce independence,” as well as its lager’s bold flavor, the spokesperson said.
One might think the beer drama built into this brand’s legacy is far more interesting than its originating in the same city as Chingy, but hey, we’re not the commercial experts (leave that to its producers, Think Tank Public Relations and Marketing, of St. Louis). What we can get behind is the commercial’s message: Unlike Chingy’s music, which champions womanizing and polyamorous promiscuity, the Kraftig commercial is all about positivity, risk-taking, and beer.
“Take a risk to create your own legacy,” Chingy says in the 30-second video spot. “Never forget what made you choose your journey. Get back to your roots. Get back to what drives you. Get back to what makes you… you.”
Finally, between shots at the pool table, he concludes: “Get back to beer.”
Is Chingy really a Kraftig lager drinker? We don’t know. He’s touring the Middle East right now and was unavailable for comment. Check out the video on Kräftig’s Facebook, Instagram, Vimeo, and YouTube sites and decide for yourself.