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SBD/January 27, 2012/Marketing and Sponsorship
A-B Highlighting Budweisier, Bud Light Platinum With Super Bowl Ads
Published January 27, 2012
INSIDE THE ADS: AD AGE’s E.J. Schultz notes viewers “looking for a new look and feel for Bud Light under McGarryBowen will have to wait a little longer.” The in-game spot features “a scrawny rescue dog named ‘Weego’ who responds to his name being called – ‘Here Weego’ -- by fetching Bud Lights from the fridge.” Chibe indicated that with McGarryBowen having only been on the account for a month, the Super Bowl ad and “a longer term strategy shift for the brand were kept separate.” The second Budweiser spot begins where the Prohibition “tale ends and then marches through history, with people enjoying Buds along the way.” Scenes include the “end of World War II, the moon landing, the 1980 Team USA Olympic hockey victory and more.” Chibe said that the spots are “meant to portray optimism.” Meanwhile, one of Platinum’s Super Bowl spots “shows the brand being concocted in a new-age looking factory, while the other one features young professionals enjoying Platinum at the office, post work hours” (ADAGE.com, 1/27).
COVERING ALL OUTLETS: In N.Y., Stuart Elliott writes A-B, like many other sponsors, “is surrounding its spots with a presence in social media.” The Bud Light Platinum commercials “will end with a Twitter hashtag, #MakeItPlatinum,” while the "Weego" spot will direct viewers to the brand’s Facebook fan page to help raise money for the Animal Rescue Foundation. Meanwhile, Bridgestone is promoting its two spots "with three online sweepstakes and efforts on Facebook, at facebook.com/BridgestoneTires; YouTube, at youtube.com/BridgestoneSuperBowl; and Twitter, at twitter.com/Bridgestone” (N.Y. TIMES, 1/27).