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Bud Light’s new brand voice—fewer jokes, more dignity—debuted during Sunday’s NFL playoffs, giving a taste of what’s ahead for a Super Bowl ad from America’s best-selling beer.

The ad, entitled “Handful,” shows a woman confidently navigating her way through a crowded bar while holding five pint glasses of Bud Light in her hands as “Hypnotize” by the Notorious B.I.G. plays. She dodges a pool cue, a disappointed man holding his beers on a tray, and a large bouncer, winking as she arrives at a table of friends without having spilled a drop. The ad includes the brand’s new tagline “Easy to drink. Easy to enjoy.”

The ad marks the highly anticipated debut for the brand from Anomaly, which won the creative account for Bud Light during a competitive review over the summer. Wieden+Kennedy previously held the account.

Benoit Garbe, U.S. chief marketing officer of Anheuser-Busch InBev, in a recent interview said the new work would reflect a tone that was “more confident, more magnetic [and] more aspirational,” than the brand’s longstanding devotion to humor.

Bud Light’s sales have declined for more than 12 years. Garbe said the company's goal is to “stabilize” Bud Light through a more consistent advertising approach “that would show up 52 weeks a year.”

Bud Light’s Super Bowl ad, also from Anomaly, will include a celebrity who has yet to be revealed. The ad will be directed by Trey Edward Shults, the brand said.

Jon Springer is a Senior Reporter for Ad Age, covering food and CPG marketing. He formerly covered the food retail industry for Winsight and Supermarket News, and is a former sports and features writer for The Cecil Whig, a daily newspaper in Elkton, Md.