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Anheuser-Busch announces Super Bowl XLVIII ad lineup

Bud Light to debut new creative campaign during the big game

January 15, 2014
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St. Louis-based Anheuser-Busch, a subsidiary of Anheuser-Busch InBev (AB InBev), announced that it will debut five ads during the Super Bowl XLVIII broadcast on Fox on Feb. 2. The company’s Bud Light and Budweiser brands will be featured in 3.5 minutes of game-time commercials.

“The Super Bowl is the biggest moment in sports and advertising,” said Paul Chibe, vice president of U.S. marketing for Anheuser-Busch, in a statement. “With the largest television audience of the year, it’s an unprecedented opportunity, and we make the most of it. We have a game plan in place this year to deliver creative that celebrates Bud Light and Budweiser while reaching loyal beer drinkers and new generations.”

Super Bowl XLVIII will mark the launch of Bud Light’s new creative campaign, “The Perfect Beer for Whatever Happens.” The campaign kicks off with two corresponding “Epic Night” spots, which total 90 seconds and tell one cohesive story across two ad blocks. The commercials also will feature celebrity surprises when they are least expected, the company says.

“’The Perfect Beer for Whatever Happens’ will be the most robust and digitally integrated campaign in Bud Light history,” said Rob McCarthy, vice president of Bud Light, in a statement.

The official beer sponsor of the NFL also will use advertising’s biggest stage to debut the new Bud Light reclosable aluminum bottle with a 30-second spot titled “So Cool.” This commercial also will feature the world debut of a new song from a well-known artist, the company reports.
Budweiser will be featured in both a 60-second and a 30-second spot, both of which will feature the Budweiser Clydesdales.

“The Budweiser Clydesdales are an icon of the brand and have become an icon of the Super Bowl as well,” said Brian Perkins, vice president of Budweiser, in a statement. “These majestic horses represent the values of the brand and universal values of trust, quality and nobility that appeal to audiences of all ages.”

The Budweiser Clydesdales will be featured prominently in “Puppy Love,” which continues the story of 2013’s “Brotherhood” spot and focuses on the connections animals share with one another at Warm Springs Ranch, Budweiser’s Clydesdale breeding ranch. The ad features Don Jeanes reprising his role as Budweiser Clydesdale trainer and introduces a new, young star: a 10-week old puppy that forges a bond with the Clydesdales and, through tenacity, ultimately earns a place on the team. Budweiser’s other commercial, “Hero’s Welcome,” continues Budweiser’s long-standing support of the U.S. military and celebrates returning troops, the company says.
 

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