Beer brand Budweiser, and the signature Clydesdales horses in its commercials, has for the first time in 37 years decided not to advertise at the Super Bowl.
The money which would have been spent on a 30 minute television slot -- this year reported to be going for $US5.5 million (AUD7.11 million) -- will be used to support public awareness and education for the COVID-19 vaccination effort.
“This commitment is an investment in a future where we can all get back together safely over a beer,” says Anheuser-Busch, the owner of the brand.
A competing brand, Sam Adams, is reported to be preparing to use horses in a guerrilla campaign designed to pick up attention during the Super Bowl.
Many brands are being cautious this year. The danger is, with so much gloom in the world, that well-intentioned messaging could backfire.
Brands sitting out the big football game broadcast on February 7 by CBS include SodaStream which last year had a sustainability message in a commercial about water on Mars.
Coke and Pepsi, which vie for attention, are also not taking spots at this year’s Super Bowl.
Those staying in the game are expected to pick up on the serious issues of the day including COVID-19 and black lives matter.
Marcel Marcondes, US CMO of Anheuser-Busch, the beer maker, says a key learning from 2020 is that humanity and purpose must be the priority.
This year Anheuser-Busch will produce its first corporate Super Bowl commercial which launches a campaign highlighting the company’s commitment to making a positive impact on communities and playing a role in economic recovery.
The spot will remind people of the real-life moments – big and small – when being together matters most. The ad will reintroduce Anheuser-Busch as a company whose heritage as a brewer is the foundation for serving up a better way to make a meaningful impact far beyond the products it sells.
Snacks such as Cheetos, and drinks such as Coke and Pepsi, do well at the Super Bowl because they are also favourites of private parties to watch the game.
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