ST. LOUIS -- Anheuser-Busch will spread around its Super Bowl wealth a little more than usual this year, offering up ads for four of its biggest beer brands, including one coming to the big game for the first time.
The brewer will return as the exclusive beer-category advertiser for the 2017 Super Bowl, marking its 28th consecutive year in the game. This year, the national brewer will bring back Budweiser, Bud Light and Michelob Ultra, and add Super Bowl newcomer Busch, aiming to introduce it to a whole new generation.
St. Louis-based Anheuser-Busch is scheduled to have at least three minutes of advertising for the Feb. 5 game, complemented by a robust digital strategy, the company said.
“The Super Bowl has become one of those increasingly rare cultural moments in time when consumers anticipate and talk about the commercials as much as the event itself,” said Marcel Marcondes, vice president of marketing for Anheuser-Busch. “For Super Bowl 51, we are not just creating ads for the game, but kicking off strategic creative campaigns for the year. For that reason, we’re debuting new work that we believe will resonate before, during and long after game day.”
Here’s a look at what's on tap for each beer …
Bud Light, the official beer of the NFL, will debut a new 60-second Super Bowl spot as part of a larger campaign tied to Bud Light’s role in building friendships over beers. The Bud Light campaign, anchored by the brand’s newly announced 2017 tagline, “Famous Among Friends,” is handled by Wieden + Kennedy New York.
Budweiser will draw inspiration from the story of its founder, Adolphus Busch, to celebrate the brand’s enduring ambition and hustle in pursuit of the American dream—141 years and counting. The brand has aired 101 commercials in the Super Bowl. The Budweiser campaign is handled by Anomaly.
Returning to the game for its second consecutive year, Michelob Ultra will continue to celebrate those who live active and social lifestyles. The new 30-second spot will continue the brand’s “Brewed for Those Who Go the Extra Mile” campaign for a second year, hoping to inspire consumers to feel that they can work out and still go out. The Michelob Ultra campaign is led by FCB Chicago.
Joining the Super Bowl lineup for the first time is Busch, a leading beer in the value segment. Busch will introduce itself to a new generation of beer drinkers, drawing on decades of equity as a brand that stays true to its name. The Busch campaign is led by Deutsch.
Last year, A-B brought its Shock Top to the big stage for the first time with the ad below.
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