It's called the ‘big game' -- and for good reason.
The Super Bowl is the sports moment in the United States, drawing nearly 100 million viewers to the National Football League's championship game. Anheuser-Busch is proudly one of its longest-running advertisers, with our brands regularly providing some of the most memorable and poignant moments of the day.
Anheuser-Busch will have five minutes of advertising air-time during Sunday's broadcast, and fans will see national spots from Bud Light, Bud Light Seltzer Lemonade, Michelob ULTRA, Michelob ULTRA Organic Seltzer, and, for the first, time ever, Anheuser-Busch. Stella Artois and Cutwater Spirits will both advertise regionally during the telecast.
What can viewers expect? Consumer-centric campaigns highlighting how our products are relevant, meaningful, and add value to people's lives.
“A key learning from 2020 is that we must prioritize humanity and purpose,” says Marcel Marcondes, Anheuser-Busch US Chief Marketing Officer. “So you'll see us show up differently at the Super Bowl this year.'
The game is still a few days away but some pretty big spoilers have already been revealed. Here's what already has everyone talking about Anheuser-Busch and Super Bowl LV.
1. $1 billion to drive economic recovery
On February 3 Anheuser-Busch announced it is planning to invest more than $1 billion over the next two years in its facilities to drive economic prosperity in communities across the U.S., further fortifying its operations, and strengthening connections to its consumers. The planned investment from Anheuser-Busch will support the more than 2.1 million jobs related to the beer industry.
To reinforce its role in the economic recovery, A-B unveiled its first-ever corporate Super Bowl commercial, called “Let's Grab A Beer,” reminding people of life's meaningful moments – big and small – when being together matters most, and the role its products can play as a connector and a catalyst.
2. Budweiser stepping aside to support COVID-19 vaccine efforts
For the first time in 37 years Budweiser will not have a Super Bowl commercial. Instead, Bud is reallocating the air-time investment to support the Ad Council and its COVID-19 vaccination effort. The funds will go toward public awareness and education throughout the year.
“By working together across industries we can provide life-saving educational resources to the public, and we're thankful for Budweiser's extraordinary commitment that will help bring our nation one step closer to recovery,” says Lisa Sherman, President and CEO of the Ad Council.
3. Sports superstars and an ‘all-star' cast showing up for Michelob ULTRA Michelob
ULTRA, the fastest growing beer brand in the U.S., brought together Serena Williams, Anthony Davis, Peyton Manning, Brooks Koepka, Jimmy Butler, Alex Morgan and other sports superstars for its Super Bowl commercial. The spot poses thought-provoking questions about the role that joy plays in success and gives viewers a glimpse into their intimate moments off the court, course and field that give these elite athletes the balance they need to succeed at their respective sports.
“What's real and what's fake?” is the question Michelob ULTRA Organic Seltzer is asking during its first Super Bowl commercial. Featuring Don Cheadle and a host of celebrity look-alikes, the ad reveals that everything is not always as it seems – but it's easy to choose Michelob ULTRA Organic Seltzer - a beverage that's as real as it tastes with zero carbs, zero sugar, no artificial aftertaste and USDA organic certification.
4. An epic reunion of Bud Light Legends
This year Bud Light is uniting fan favorites for its Super Bowl ad, including Grammy-nominated artist Post Malone, Cedric the Entertainer, the “I Love You, Man” guy, the Bud Knight, Oracle Susana and more, as they all come together to celebrate and recreate some of the best moments in the history of Bud Light advertising.
The commercial also launches the new Bud Light Legends program, which rewards the fans that have supported Bud Light over the years, and encourages them to ‘Join the Legendary' at BudLightLegends.com for exclusive rewards, custom merch and legendary experiences.
5. A rock icon and Stella Artois inviting us to savor moments together
As the brand known for encouraging everyone to savor life with those who matter most, Stella Artois paired up with legendary musician Lenny Kravitz for a new campaign to inspire people to invest their fortune of heartbeats – all 2.5 billion of them – in the things that really make us rich in life – moments spent together.
“Over the last year, many of us have found the value of investing our heartbeats and time in each other and discovered all kinds of new ways to come together safely to make memories,” says Lara Krug, Vice President of Marketing, Stella Artois. “Well into the new year now, we want to inspire everyone to keep hedging their bets in shared moments together, so we're taking the campaign to an exceptionally poignant platform that has long brought people together, Super Bowl LV.”
6. Bud Light Seltzer making the best of ‘last year's lemons'
We doubt any Super Bowl commercial will capture 2020 quite like the new spot from first-time-advertiser and new addition to the Bud Light Seltzer family, Bud Light Seltzer Lemonade. No explanation needed – this one is all fun and oh-so-relatable.
7. ‘Cutting out' made easy with Cutwater Spirits
Cutwater Spirits, the most awarded canned cocktail brand in the US, is kicking off its Super Bowl debut with a commercial for select markets that inspires people to cut away from the daily grind and take a moment to unplug. The brand also launched a digital campaign with actress and comedian Emily Hampshire of Schitt's Creek, who highlights her own hilarious at-home interpretations of ‘cutting out'.
8. Producing spots that are super and sustainable
The 2021 Super Bowl spots from Anheuser-Busch have earned the Gold Green Seal from the Environmental Media Association – meaning they met strict guidelines for the sustainable production of TV, movies, and events. Anheuser-Busch is the first major advertiser to adopt these guidelines throughout Super Bowl advertising production, demonstrating our ongoing commitment to building a more sustainable future.
The Super Bowl will broadcast live on Sunday, February 7 at 6:30 pm EST.