Budweiser Using One Super Bowl Spot For Anti-Drunk Driving Message Starring Helen Mirren

Budweiser for one of its two Super Bowl spots has "tapped Helen Mirren to deliver an anti-drunk driving message," with the 60-second commercial via Anomaly, N.Y., marking the "first time Anheuser-Busch has run an anti-drunk driving ad in the game" since '05, according to E.J. Schultz of AD AGE. Budweiser last ran such a spot in '05 that featured Cedric the Entertainer "doing a designated driver dance." Running ads "about serious issues during the Super Bowl ... has its risks," but Budweiser "seems to be in a good position to pull it off thanks to Ms. Mirren, who delivers the message with a mix of British charm and wit." A-B U.S. VP/Budweiser Brian Perkins: "It's a drunk driving spot, which is not a new topic for us as a company to address. But it is a very new approach." He noted Mirren is an "unorthodox choice for an unorthodox message." Perkins: "You don't expect her in a Budweiser commercial, let alone a Budweiser Super Bowl commercial." Schultz notes Budweiser will be "supporting the ad with a microsite called StandWithBud.com that will allow people to do zip code searches and get a list of available ride services in their area." Bud "promises to donate $1 on safe ride programs for every time the hashtag is used" until 11:59pm ET Sunday night (up to $1M). The use of the hashtag will also "create an emoji that shows a Bud bottle beside the image of a hand dropping a set of car keys" (ADAGE.com, 2/2). Budweiser's other in-game spot will be a 30-second ad via Anomaly titled "Not Backing Down." It is the 27th Super Bowl spot to feature the Budweiser Clydesdales (A-B).

COUNTING SHEEP: AD AGE's Schultz noted Honda's agency, RPA, Santa Monica, "took time to study sheep facial muscles in the making of the automaker's 60-second Super Bowl ad, which features a flock of sheep singing Queen's 'Somebody to Love.'" Honda's ad, called "A New Truck to Love," will "run in the third quarter." As part the campaign, Honda will run "digital takeover ads on the home pages of ESPN and MSN" on Sunday and Monday. Honda was last in the Super Bowl in '14 (ADAGE.com, 2/1).

FOR WHOM THE BELL TOLLS: ADWEEK's Lauren Johnson noted based on teasers released yesterday, Taco Bell is "keeping its Super Bowl plans so under wraps that not even the celebrities in its ad know what they're selling." Rockets G James Harden is among those featured in three teasers promoting the spot (ADWEEK.com, 2/1). ADWEEK's David Gianatasio reported the 30-second spot via Deutsch, L.A., "will air during the first quarter, touting one of Taco Bell's 'biggest product launches to date.'" Taco Bell CMO Marisa Thalberg: "We didn't start with the goal of 'Let's be a Super Bowl advertiser.' For us, this is about having the right big news launching at the right time" (ADWEEK.com, 2/1).

ALL IN THE DETAILS: AD AGE's Jeanine Poggi noted in the Super Bowl spot for Avocados From Mexico, via GSD&M, Austin, an alien "leads a tour in an interplanetary museum through an exhibit of Earth." The tour "highlights what the aliens have determined are the most unique Earthly possessions, which include pop-culture items like a Rubik's cube, a mannequin wearing the infamous blue or gold dress that drove the internet crazy and Scott Baio, along with Avocados From Mexico." Company Dir of Brand Marketing Kevin Hamilton: "Our personality as a brand is being part of meaningful, good times" (ADAGE.com, 2/1). Meanwhile, ADWEEK's Kristina Monllos noted Heinz' 30-second spot in the game, via David, Miami, is "part of a larger campaign called 'Meet the Ketchups.'" The ad, which features hounds in hot dog costumes, is "meant to introduce Heinz's family of condiments to consumers and will air during the third quarter" (ADWEEK.com, 2/1).

BATTLEGROUND STATES: AD AGE's Kate Kaye reported at least four presidential advertisers are "plunking down serious cash for 30-second spots before and during the big game in the New Hampshire and South Carolina markets." Jeb Bush backer Right to Rise, Marco Rubio supporter Conservative Solutions, Ted Cruz PAC Stand for Truth and the Rubio campaign itself "have all purchased spots set to run pre-game and in-game." The "priciest slots" would be the 30-second ads Right to Rise and Conservative Solutions "have booked on Boston's WBZ TV, a CBS affiliate that hits New Hampshire residents," at $300,000 each (ADAGE.com, 2/1).