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SBD/Issue 93/Sponsorships, Advertising & Marketing
Super Bowl Ads: Anheuser-Busch Chooses Humor Over Clydesdales
Published January 27, 2010
|Clydesdales Not Appearing In Anheuser-Busch's
Super Bowl Ads For First Time In Years
MORE DETAILS OF THE ADS: In N.Y., Stuart Elliott noted "don't look" for Bud Light's ads "to be centered on 'drinkability,' an attribute the beer brand has spent more than a year promoting." Bud Light's five spots instead are "scheduled to be devoted to unveiling a new theme for Bud Light, 'Here we go.'" However, Levy "played down the significance of the disappearance of the drinkability theme." Levy: "It's sort of a planned evolution." Elliott noted neither of the two Budweiser spots are "laugh-out loud funny, but one is more light-hearted than the other." Meanwhile, A-B's ad for Michelob Ultra comes via Palm & Havas, Chicago, and will feature cyclist Lance Armstrong (NYTIMES.com, 1/26).
CHANGE OF DIRECTION: The WALL STREET JOURNAL's Suzanne Vranica writes A-B's new direction for Bud Light "comes as sales of the brand are sputtering." The brand had its "worst year in 2009, suffering its first annual decline in volume since its launch in 1982." A-B's Super Bowl push also is "likely to come under extra scrutiny because this will be the first round created without" former Exec VP/Global Industry Development & CCO Bob Lachky, a "20-year marketing veteran" who left the company last year (WALL STREET JOURNAL, 1/27). The AP's Emily Fredrix noted A-B "shifted away a bit from one of its main agencies, DDB, which last year did all but one" of the brewer's Super Bowl ads. The agency this year was only responsible for the two Budweiser ads. Meanwhile, Fredrix noted A-B each year "films more Super Bowl commercials than it can use and then airs the ones that do best in consumer testing." However, the company "still may change its lineup at the last minute before the game" (AP, 1/26).