Stephen Ross To Be More Active With Dolphins Bears Change Training Camp Media Policies MWR's Kauffman Buys Stake In Ganassi Racing Dolphins Rookie Parker Racking Up Endorsements CBS, ESPN Reach Sub-License Deal For MVC CBS To Live-Stream All Super Bowl Ads Paolantonio Clarifies Bisciotti Comments Sun Life Stadium Upgrades On Schedule Source: Mayweather Fighting On CBS Unlikely USSA Signs Deal With Lagunitas To Replace A-B
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).