The "True dedication" campaign has been developed exclusively for the UK and includes TV and cinema ads, a print campaign and below-the-line activity.
It marks a shift in strategy for , away from US-adapted ads such as "wassap!", "Budweiser frogs" and "Budweiser lizards". The UK-originated ads focus on the product, which is dubbed "king of beers".
The Fallon-created TV campaign, which launches today, features a group of musicians playing their own version of the 1969 instrumental 'Popcorn' in their basement studio.
The band also takes to the stage at their local club for a rendition of Salt 'n Pepa's 'Push it', using instruments they have customised with Budweiser bottles, kegs and cans.
The band is encouraged and inspired by Dave Cloud, the veteran musician heralded as music's "last genuine lost genius" by the Sunday Times.
The campaign is designed to show the "true dedication that goes into brewing Budweiser" through the passion and commitment of the musicians.
The 60- and 30-second TV spots, directed by film maker Harmony Korine, are scheduled to air on national and satellite channels in programming that appeals to 18- to 24-year-olds.
The first phase will run until mid-May followed by cinema placements in June, and a second burst of TV will follow later in the year.
The print campaign, which will appear in men's lifestyle titles and London underground ads, will incorporate the musicians from the TV ad or focus on attributes of Budweiser that separate it from other beers.
Below-the-line activities, created by KLP and Cubo, will include on-premise sampling, PR, education sessions featuring Budweiser's Brewmasters, and retail promotions.