A-B InBev's 6 minutes and 25 seconds of ad buys mark its biggest Super Bowl buy everGETTY IMAGES
A-B InBev has "tacked on another 15 seconds to its Super Bowl ad buy, bringing the brewer's total time to five-minutes, 45 seconds, across eight ads," according to AD AGE. The brewer also "plans to run eight more brand plugs during the game, totaling five seconds each." While not traditional spots, a company spokesperson said that the quick hits will "include so-called billboards -- an animated or static graphic on TV with brand copy/tagline -- and 'aerials,' which are cuts in and out of the game." Some of those will be "occurring during the game when there is a break in action." Add those spots in, and A-B InBev will be "consuming 6 minutes and 25 seconds of air time." A-B InBev has "not approached this level of saturation" since '10, when "nine ads spanned five minutes, 30 seconds." This year, the company is "highlighting five brands: Budweiser, Bud Light, Michelob Ultra, Stella Artois and Bon & Viv Spiked Seltzer" (ADAGE.com, 1/16).
ROLL OUT: In Atlanta, Melissa Ruggieri noted Mercedes-Benz has "paired with Ludacris for more branding opportunities" ahead of Super Bowl LIII, being played in Mercedes-Benz Stadium. The rapper will "star in a 60-second Super Bowl commercial for the company's new A-Class vehicle." Ludacris is also "slated to headline the first night of the Bud Light Super Bowl Music Fest on Jan. 31 at State Farm Arena" (AJC.com, 1/16).
FLAMIN' HOTS WITH CHEESE: AD AGE's Jessica Wohl noted musician Chance the Rapper will be "appearing in a Super Bowl spot" for Doritos' new flavor, Flamin' Hot Nacho. Doritos is getting one of PepsiCo's "three spots in the big game." Pepsi and Bubly sparking water are the "other two PepsiCo brands with Super Bowl ads." Goodby, Silverstein & Partners, S.F., is "handling all three spots" (ADAGE.com, 1/16). ADWEEK's Kelsey Sutton noted it is "unclear" how long the ad with Chance the Rapper will be, as well as "when it will run during the game" (ADWEEK.com, 1/16).
