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SBD/Issue 87/Sponsorships, Advertising & Marketing
A-B Using Super Bowl To Re-focus Budweiser’s Brand Image
Published January 25, 2007
| Humor From Bud Light Ads To Spill
Over Into Budweiser’s Super Bowl Spots
DDB: In Chicago, Lewis Lazare reports that as many as six of the eight or more spots A-B is considering for this year's Super Bowl come from DDB, Chicago. Last year, all of A-B’s Super Bowl spots were from DDB. Meanwhile, a “new twist for A-B this year is four 10-second animated billboard commercial inserts with pre-recorded copy — two in the first half and two in the second half. Two of the four will “encourage viewers to drink responsibly, and two will tout A-B’s new online venture Bud TV, which goes live the day after the Super Bowl” (CHICAGO SUN-TIMES, 1/25). A-B will also text message fans during the Super Bowl asking them to vote for their favorite ads (USA TODAY, 1/25).
| A-B Could Use Mencia
In Bud Light Spot
MORE ADS: In Portland, Helen Jung reports Wieden & Kennedy will have three ads for Coca-Cola in the game, one of which is new. It will mark the agency’s first Super Bowl ad effort since an AOL spot in ’04 (OREGONIAN, 1/25). CBS President of Network Sales JoAnn Ross said that with two black head coaches competing in the Super Bowl for the first time — the Bears’ Lovie Smith and the Colts’ Tony Dungy — “one marketer is adding to its ad time for a Black History Month spot.” Meanwhile, Sprint VP/National Advertising Mike Goff said that his company “is returning with a humorous spot” to promote mobile broadband (USA TODAY, 1/25).