NOT AN ORDINARY BEER RUN: A-B SETS BUD BOWL BUDGET

          Anheuser-Busch said it will spend $10M on media support
     for Bud Bowl '97, which this year will include a cross promo
     with Frito-Lay, according to ADWEEK.  In addition to TV
     spots during the Super Bowl halftime featuring animated Bud
     and Bud Light bottles, the promo will also include a $1M
     sweepstakes.  Game cards will be available in multipacks of
     Bud, Bud Light, Bud Ice and Bud Light Ice, which also
     include coupons for Baked Lay's.  DDB Needham, Chicago,
     handles the promo (ADWEEK, 11/25 issue).  A-B also
     "confirmed" that two new Bud Light spots slated to break
     during the Super Bowl will be the basis for the brand's '97
     campaign, according to Bill McDowell in AD AGE.  The new DDB
     Needham, Chicago, campaign will replace the "I Love You,
     Man" spots.  The new tag line is "What Do We Have Here?" and
     centers on a pair of "wily" salesmen who use Bud Light as
     bait to "close shady business deals" (AD AGE, 11/25).