5 ads that ‘brew’ a storm during the ultimate gameplay.
Here’s how Anheuser-Busch InBev and its ensemble of beer brands entertained us during Super Bowl 2021.
From an exciting half-time performance by The Weeknd to Tom Brady scoring another win, the finale of NFL this year did turn out to be a mega-entertainer.
Given the fact that almost everyone watched the game from a screen due to COVID, an astounding number of people from around the world tuned in to watch it and the ads that played alongside. This turned out to be a massive opportunity for brands and ad agencies alike. Especially for Anheuser-Busch InBev (AB InBev), a multinational drink and brewing company.
Budweiser has been a prominent brand almost synonymous with the Super Bowl, advertising every year for 37 years. In fact, it’s parent company Anheuser-Busch InBev (AB InBev), had bought the airtime exclusively. And that meant no other alcohol brand from its category could advertise nationally. In its 37 years, Budweiser has created iconic ads and also an iconic mascot, the Clydesdale horses.
If they don’t strike a bell, check out this ad done in 2014. I’m sure you would remember seeing one of these ads somewhere, I did!
Anyways, in 2021 for the first time in 37 years Budweiser decided NOT to bring back it’s iconic mascot and advertise. Instead, they donated that money (a whopping $5.6 million) towards COVID-19 vaccine awareness with donations and future ad campaigns.
They announced this just two weeks before the final game with this online ad talking about the pandemic and the ‘bigger picture’ in this video.
But, by choosing not to advertise, they made space for other AB InBev brands to take the spotlight. Reaping that benefit were prominent beers/seltzers like Bud Light, Bud Light Seltzer, Michelob Ultra, and Michelob Ultra Seltzer from AB InBev’s kitty and a spot to promote their own brand name as well.
Let’s check out how each brand took a unique approach and produced some entertainment-packed and thought-provoking TV commercials.
AB InBev talks about Beer and the ‘barn’ behind it.
AB InBev has so many beverages under its belt that it holds a near-monopoly on the category. No wonder it’s about time they introduced themselves to the consumers as well. In this simple spot, they simply define what a beer really stands for, after all “It’s never just about the beer”.
Agency: Weiden + Kennedy, New York
Bud Light saves the day but sometimes, Bud Light needs a save too!
In adversity, comes unity. And in this Bud Light commercial, its the unity of the Bud Light Legends. Harping on their already expansive box of characters, Bud Light brought them all together for a sole purpose. To make sure the common man gets their favourite beer in time.
Agency: Wieden + Kennedy, New York
2020 gave us Lemons, 2021 sends us Seltzer Lemonade!
Seltzer as a product is finding a foothold in the market. Bud Light wanted to ride this rising wave by marrying the ‘2020 problem’ with a ‘seltzer’ solution. What can I say, it did feel like it was raining lemons all year last year. So this one definitely strikes a chord!
Agency: Wieden + Kennedy, New York
Discover the joy of talking about Joy with Michelob Ultra.
To be honest, this is the first time I’ve heard their name. Their spot takes a separate road and dwells into what, or rather when we are truly happy. Taking a philosophical stance, it features a list of sports personalities including Serena Williams. This one really tried to hit the sweet spot. As they say, it’s the journey that counts, not the destination.
Agency: Wieden + Kennedy, New York
Separate the real from the ‘doubles’ with Michelob Ultra Seltzer
This one is a fast-paced, cheeky take on how we so quickly believe in something to be true. With an expansive ‘star-cast’, constant cheap thrills and a fantastic twist in the end, Michelob seltzer emphasises on why real is better.
Agency: FCB
So, there you have it. This is how AB InBev made the most of its airtime during the Super Bowl. I like how all 5 spots spoke different tones from being philosophical to funny to downright bizarre.
The whole take away from this is how a parent company can make it’s own identity while still strengthening the identities of its individual brands. In the end, being true to the core of the product and letting that stem your communication strategy is the best way to go.
Which was your favourite ad from the list and why? Comment below and let’s discuss what worked for them and what did not.
About Couch Copy
Couch Copy is a platform for discussing all things advertising, writing, creativity, and brand communication today. Coming straight from the couch of Samiksha, a copywriter with 7 years of experience working on 30+ brands across 8+ categories at 5 multi-national agencies in India. Currently watching the advertising world from the sidelines, Samiksha looks forward to discovering brands/agencies to work for in Boston. Until then, for her, the best seat in the house to view the ad world has to be the couch.
*DISCLAIMER: This article in no way is promoting or endorsing a product for monetary reasons. The views written are personal and just for informational purposes only.*
