I do see this as an opportunity for some others to shine. There are so many different avenues for streaming, and that makes it challenging at the least to reach the entire viewing audience.Īs the traditional brands exit, what types of companies are likely to take their place? The audience is divided, and not as many people are watching on TVs anymore. Some of these companies might not be back. Is this year an anomaly, or will we see more brands abandoning the Super Bowl? That’s a way for the company to improve its market share in certain categories where it might not be where it desires to be. Is the company trying to have it both ways? It’s a win.īudweiser’s parent company, InBev, will run ads for its other brands, including Bud Light and Bud Light Seltzer Lemonade, during the game. Instead of talking about the other brands’ ads, which are being leaked in advance of the Super Bowl, as in past years, we’re talking about this. It pulled the carpet from under many other competing brands. 25, is a commercial about the company not running a commercial. We asked Yagnik, whose research explores creativity and brand management, about the decision to sit out the Super Bowl, which has long been a showcase for the year’s best advertising, and about the commercials we’re likely to see instead.īudweiser’s 90-second “Bigger Picture” ad, which was released Jan. It’s a well-thought creative move, to walk away from what people most expect of you.” “It’s a bit of a gamble,” said Arpan Yagnik, assistant professor of advertising at Penn State Behrend, “but I think it’s going to pay off.
Coca-Cola, PepsiCo, Hyundai and the Avocado industry will not advertise during the Super Bowl – though Pepsi will continue to sponsor the halftime show. Other brands also will skip the game, which is often the year’s most-watched broadcast. The beer company will redirect that portion of its ad budget – a reported $5.6 million – to support a COVID-19 vaccine awareness campaign. "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.Your Super Bowl bingo card just lost its most obvious all-play: The Clydesdales have been benched.įor the first time in 37 years, Budweiser will not advertise during the game. "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's VP of Marketing, Monica Rustgi said. The company said in a statement that it made the decision to "ensure we are investing in the right resources during these unprecedented times." Pepsi, who has had famous cameos from stars including Cardi B and Cindy Crawford, has also forfeited the big game airtime and said it will instead focus on its investment in the halftime show.Ĭoca-Cola also announced recently the choice to sit this year out. I'm happy to be a part of Budweiser's celebration of our resilience and hope during these challenging times."īudweiser is among the first brands to create a film and donation in lieu of advertising airtime for the Ad Council and a public health initiative, COVID Collaborative's COVID-19 Vaccine Education Initiative. The host of the "Ask Big Questions" podcast said in a statement, "I'm proud to lend my voice" to this film because she explained the brand "shares my commitment to advocating for COVID-19 prevention and vaccine awareness and education. The Super Bowl LV campaign, narrated by actress, advocate and director Rashida Jones, "champions the resilience of America and the promise of the future."
The piece, entitled 'Bigger Picture,' celebrates the individual acts of resilience that sparked hope during the last year and spotlights a group of first responders who were among the first people to receive a COVID-19 vaccine." "This year, Budweiser will be running its ad digitally in the week leading up to and during the game. "Budweiser is foregoing its iconic in-game Super Bowl airtime and reallocating the media investment to help support recovery in the on-premise through COVID-19 vaccine awareness and education throughout the year," the company said in a statement. The brand, owned by Anheuser-Busch, announced on Monday that for the first time in 37 years it is trading out it's traditional advertising approach to dedicate efforts elsewhere "after a year that looked like no other." From funny frogs and heartwarming dogs to classic Clydesdale horses pulling a Budweiser carriage, the beer brand often created a buzz among Super Bowl watchers, but this year the company will not be part of commercial breaks during the big game.
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