![]() ![]() BUDWEISER BIGGER PICTURE PLUSWatch the Budweiser ad, Bigger Picture below.Īdblock Adblock Plus Adblocker Ultimate Ghostery uBlock Origin Others Brian Sheehan, professor of advertising at Syracuse University comments on brands’ decision to sit out the event saying, “With Super Bowl parties either scaled way down or just canceled, it probably makes sense to sit this one out at this cost.” Local ads for Stella Artois and Cutwater Spirits are also expected to run during the game.ĬBS has yet to sell-out its available commercial inventory for its February 7 telecast and is currently seeking $5.5 million USD for a 30-second ad spot during the Super Bowl LV. The parent company, Anheuser-Busch, will go through with its intended four minutes’ worth of advertising for its other brands, Bud Light, Bud Light Seltzer Lemonade, Michelob Ultra, and Michelob Ultra Organic Seltzer. ![]() ![]() Budweiser has instead released a 90-second ad on digital outlets, expected to call attention to the needs of the pandemic. Vroom, a platform for buying and selling used cars online, and DoorDash, a food delivery service, are among the companies that will air a Super Bowl ad for the first time this year.Earlier this month, Coca-Cola and Pepsi both announced they would sit out from the Super Bowl due to growing concerns about sending out the wrong message during this time.īudweiser has also announced that they will be giving away the money meant to have been spent on running a Super Bowl commercial, to the Ad Council, an industry coalition that raises awareness of the benefits of the Coronavirus vaccine through public-service announcements. The absence of well-known brands has opened the door for first-time advertisers. "If you are too somber, funny, or incendiary - or if you don’t strike the 'right' chord for the moment - the backlash can be significant," Whitler wrote in an email. "Everything is magnified. Super Bowl ads are usually planned and produced several months in advance, she noted, and striking the right tone can often feel like "a high-wire act." Whitler believes the events of 2020, including the COVID-19 pandemic and presidential election, have created an abnormal degree of uncertainty this year - not just in terms of finances, but also in terms of messaging. ![]() Kimberly Whitler, an assistant professor of marketing at the University of Virginia’s Darden School of Business, said she is not surprised that some brands are choosing not to run Super Bowl commercials this year. "Instead of buying a traditional 30-second in-game Super Bowl ad, we decided to double down on the 12 minutes Pepsi already has in the middle of the game - the Pepsi Super Bowl Halftime Show," vice president of marketing Todd Kaplan said in a statement. Pepsi, meanwhile, said it is simply prioritizing its sponsored halftime show. Budweiser has a record eight Ad Meter titles since 1989, while the other three companies have combined for six wins during that span.Īll four companies framed the move as a matter of strategy and resource allocation amid the pandemic, which has led to job losses and budget cuts across industries.Ī Coca-Cola spokesperson told CNBC earlier this month that the company would not air a Super Bowl ad to "ensure we are investing in the right resources during these unprecedented times," while a Hyundai spokesperson told Ad Age that "this was a decision based on marketing priorities." The absence of Budweiser - and fellow Super Bowl regulars Coke, Hyundai and Pepsi - will leave this year's broadcast without several of the perennial contenders in USA TODAY's Ad Meter, which ranks Super Bowl commercials by consumer rating. Clarissa Dickinson, a spokesperson for Budweiser, said she was unable to provide an exact financial value of the donated time but called it "a multi-million dollar commitment."īud Light, another Anheuser-Busch brand, is still expected to air an ad during the game. "To do this, and to bring consumers back into neighborhood bars and restaurants that were hit exceptionally hard by the pandemic, we’re stepping in to support critical awareness of the COVID-19 vaccine."Īccording to the news release, Budweiser plans to donate some of its advertising airtime throughout 2021 to the Ad Council and COVID Collaborative, a coalition of experts in health, education and the economy. "Like everyone else, we are eager to get people back together, reopen restaurants and bars, and be able to gather to cheers with friends and family," Budweiser vice president of marketing Monica Rustgi said in a statement. RATE THE COMMERCIALS: Become an Ad Meter panelist, help pick the best commercial in this year's big game and be entered for a chance to win a trip to the big game in 2022. ![]()
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