The Afterbeat Does Super Bowl

If you tune in to Super Bowl XLIV on February 7, you might catch a few Manitoba faces. Ska/punk outfit The Afterbeat can be seen in a commercial that airs during the football event, one of the most coveted ad spots around. The 10-year-old Winnipeg-based band recently flew down to Los Angeles to film a Budweiser commercial.

During the 30-second spot, the band appears on stage playing to a dancefloor so packed and moving that the waitress can't get through. The band slows the music down long enough for the waitress and a pitcher of Budweiser to get through the crowd.

The remarkable thing about the spot is that not only does the band appear in the commercial but its music does, too. The Afterbeat plays its track "Rude Boy" in the spot, giving countless viewers a chance to connect the band to its music. That bit of extra recognition can make all the difference for an independent band try to reach new markets, as Feist found out after she was featured in an iPod commercial.

Local audiences are buzzing about the change to see some hometown boys on TV. Afterbeat guitarist Mike Reis has been popping up on CBC talking about the experience. The band, meanwhile, has been spending time in British Columbia working a new album with engineer Dean Maher (Marianas Trench, The Latency) and producer and Hedley member Tommy Mac (FATBastard, Loco). You can catch the band playing at Moxie's Lounge on Portage Avenue during their Super Bowl party.

Canadian audiences can watch the Super Bowl to see the video. While you're waiting you can catch The Afterbeat behind the scenes courtesy of the band's YouTube channel.