It’s all over the news, so it’s not news. But we’ll report it anyway — Budweiser won’t run any ads during Super Bowl. Instead of brand building, Budweiser — which used to be the best-selling U.S. beer but has slipped to at least fourth position — will direct its ad dollars to promoting the Covid vaccine.
Well, maybe. Budweiser is releasing a 90-second ad it intends to run on digital media. The ad focuses on when being together matters and suggests getting the Covid vaccine will help others. We find it hard to believe a 90-second digital media ad (1) costs as much as network TV and (2) will have the same reach.
Meanwhile, Anheuser-Busch said it will retain four minutes of air time for other brands, including Michelob Ultra and Bud Light.
The Michelob Ultra ad “poses a thought-provoking question on the role joy plays in success — Are you happy because you win, or do you win because you’re happy?” the company says.
The ad enlists sports superstars including Serena Williams, Anthony Davis, Peyton Manning, Brooks Koepka, Jimmy Butler and Alex Morgan, to showcase the less-heralded-but-equally-
“You’re not just happy because you win, you win because you’re happy,” the company concludes.