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Guns N’ Roses’ “Patience” Appears in Craft Beer Super Bowl Ad

A cover of Guns N’ Roses’ iconic 1988 track has been used during one of the world’s most lucrative television spots.

Axl Rose Guns N' Roses in concert, Stockholm, Sweden - 29 Jun 2017


Guns N’ Roses have had their music appear before one of the world’s biggest audiences, with a cover of their 1988 track “Patience” appearing in a Super Bowl ad for San Diego’s Saint Archer Craft Beer.

Ever since the first Super Bowl took place back in 1967, it has served as one of the most-watched television events not just in the US, but throughout the world as well. Logically, it follows that with millions of eyes fixed to their televisions, the associated ad space has become one of the broadcasting world’s most expensive commodities.

With companies shelling out millions every year just to nab a 30-second spot (which might not even be that beneficial), it makes sense that producers would pull out all stops, ensuring that only the best content goes into selling their product to the world.

This year, it appears that sports fans from all walks of life have been exposed to one of the world’s most iconic rock bands, with a rendition of Guns N’ Roses’ 1988 acoustic number “Patience” soundtracking the latest commercial from Californian microbrewery, the Saint Archer Brewing Co..

Featuring company co-founder and professional skateboarder Paul Rodriguez skating through Ocean Beach, the clip sees him whistling the band’s track on his continuing search for the company’s brew.

Originally recorded and released on their album G N’ R Lies, “Patience” served as something of a stylistic change for the band, showcasing a softer side than the wild rock shows that characterised their early years. The version featured in the Saint Archer commercial however, is spearheaded by Alex Ebert, best known for his work fronting Edward Sharpe and the Magnetic Zeros.

The Times of San Diego notes that the commercial is the biggest investment that parent company Molson Coors Beverage Company has made for a Super Bowl ad since 2009.

“There’s no better way to introduce a new, game-changing brand than by debuting during one of the biggest television events of the year,” explained Molson Coors vice president Andrew Walker. “We are all incredibly excited about Saint Archer Gold and its potential to drive growth in the premium end of the light beer market.”

Brad Nadal, president of the Miramar-based craft brewery founded in 2013, said the Super Bowl ad is designed to introduce the nation to both a new beer and the Saint Archer brand.

“Saint Archer was founded by skaters, surfers, artists and creatives who put real value in embracing life’s journey,” added Saint Archer Brewing Company President Brad Nadal. “So it was important our soul came through — in the beer and in the story of Saint Archer Gold.”

In related news, Guns N’ Roses recently used a performance in Miami to not only perform “You’re Crazy” for the first time since 2014, but shared a touching tribute to late basketball player Kobe Bryant during their cover of “Knockin’ on Heaven’s Door”.