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A-B InBev Will Use 60-Second Super Bowl Ad To Launch Bud Light's Newest Campaign

A-B InBev during Fox' broadcast of Super Bowl LI will use a 60-second ad to help begin Bud Light's new campaign that will "emphasize the brew's role in bringing friends together," according to E.J. Schultz of AD AGE. The tagline for the ad is "Famous Among Friends," and Bud Light's spot is part of A-B InBev's "three-minute in-game ad lineup." The brewer also will "run a 60-second spot for Budweiser that speaks to that brand's origins, a 30-second Michelob Ultra ad that continues its fitness-themed campaign and a 30-second ad for Busch, which is making its first Super Bowl appearance." The three-minute Super Bowl ad buy is "30 seconds less" than A-B InBev's buy for last year's game. However, the brewer, which "holds exclusive beer category ad rights for the Fox broadcast, will still have a consistent presence in the game, running one of its four ads in each quarter." The main narrative of the Budweiser spot, via Anomaly, N.Y., is an "origin story about how Bud came to be." A-B InBev U.S. VP/Marketing Marcel Marcondes "did not disclose creative details" on the new Bud Light campaign." He did say that the brewer is "considering releasing some elements before the Super Bowl, but has not made a final decision" (ADAGE.com, 1/18). VARIETY's Brian Steinberg notes A-B InBev's Super Bowl ads are in "favor of a back-to-basics approach for some of its best known beer brands." Marcondes: "Do not expect celebrities. Do not expect epic things." Marcondes said consumers want "no bullshit" and "brands that stand for something strong" (VARIETY.com, 1/18).

MORE DETAILS: In St. Louis, Lisa Brown notes A-B co-Founder Adolphus Busch's travels from Germany to the U.S. and the creation of Budweiser in 1876 "will be the focus" of one of the brand's ads. The brewer said that the Budweiser ad was "shot in New Orleans because the architecture resembles a similar style to the 1800s." Meanwhile, the Michelob Ultra spot could include the "theme song from the TV show 'Cheers,'" though the ad "has not been finalized" (STLTODAY.com, 1/18). The WALL STREET JOURNAL's Suzanne Vranica notes the "famous Clydesdale horses, long a fixture of Bud advertising for the title game, will make a cameo" in the Budweiser spot (WSJ.com, 1/18).

LETTING SOMEONE ELSE GO FIRST
: VARIETY's Steinberg reports A-B InBev for the second time in three years will "relinquish its hold on the first commercial slot in the Super Bowl, citing research showing that ads appearing later in the game fare better in the quest to command consumer attention." A-B InBev Senior Dir of U.S. Marketing Communications Lisa Weser: "We found that spot does not get the attention of other points in the game." Steinberg cites a source as saying that A-B InBev has had an "option to use the '1A' spot" since '84 (VARIETY.com, 1/18).

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