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SBD/January 15, 2014/Marketing and Sponsorship
A-B Reveals Super Bowl Ad Plans, With New Bud Light Slogan, Clydesdale Spots
Published January 15, 2014
PLANS FOR BUD LIGHT: AD AGE's E.J. Schultz writes the Super Bowl is "a critical part of Bud Light's turnaround plan, serving as the launchpad for the new campaign, which marks the debut of BBDO" as the brand's agency. Bud Light VP Rob McCarthy said that the brand "will use two ads -- a 60-second spot and a 30-second spot -- to 'tell one cohesive story'" called "Epic Night." McCarthy said that the ads, which were shot in N.Y., "will include 'a number of celebrities' that are 'A-list in caliber,' without naming them." He added that the spots "will be teased in ads shown this weekend" during the AFC and NFC Championship games (ADAGE.com, 1/15). ADWEEK's Andrew McMains notes the "stakes are high" as Bud Light is A-B's "largest brand and still the best-selling beer in the U.S., though its market share has declined in recent years." A-B VP/Marketing Paul Chibe "described Bud Light's new direction as still funny -- in keeping with the brand's history of humorous ads, particularly on the Super Bowl -- but in a more aspirational way." McCarthy said that the brand's new positioning "stems from nearly a year of research into millennials." McMains notes A-B is "still deciding what quarter" the Bud Light ads will appear. The "game placement -- and the length" of the two Budweiser-branded commercials "also hasn't been finalized." But Budweiser VP Brian Perkins said that one "will last 30 seconds and the other, 60 seconds" (ADWEEK.com, 1/15).