St. Louis-based Anheuser-Busch’s Budweiser brand released a teaser trailer for its “Hero’s Welcome” commercial, which will premiere Feb. 2 during Super Bowl XLVIII. This 60-second advertisement, which is one of five Anheuser-Busch Super Bowl commercials running this year, continues Budweiser’s long-standing support of the U.S. military and celebrates returning troops, the company says.
“Hero’s Welcome” chronicles the homecoming of Lt. Chuck Nadd. To his surprise, his entire hometown of Winter Park, Fla., joined together in welcoming him home, the company says. The festivities included a full ticker tape parade complete with marching bands, antique military vehicles, the Veterans of Foreign Wars motorcycle club, and an appearance by the Budweiser Clydesdales, the company says.
During the editing process, Budweiser recognized that the story’s content, which includes the town’s preparation and heartfelt messages of thanks from neighbors, casual acquaintances and even strangers, was too good to restrict to the originally planned 30 seconds, it says. As such, the brand purchased additional air time to make “Hero’s Welcome” a full 60-second Super Bowl spot, marking a total of four minutes of ad time for the company.
The spot will kick off a year-long social media campaign in which Budweiser encourages consumers to honor the U.S. military using the hashtag #salute.
To see a sneak-preview of “Hero’s Welcome,” watch the trailer below.