This is a time of uncertainty and fear. Although there have been 160,000 recoveries from coronavirus COVID-19, there are still 768, 466 positive cases and 36, 914 deaths globally. To bring hope and inspiration to those who may be feeling isolated and scared, Budweiser created an emotional 60-second creative that champions the best of the American spirit, called ‘One Team.’
The effort is a tribute honoring the everyday people of America who are rising above the call of duty to help in the wake of the Covid-19 health crisis, from doctors and nurses working tirelessly around the clock to grocery store clerks working in today’s ‘new normal.’
The spot reminds us that we are all one team, and that America is at its best when its people come together to make an impact for their local communities.
Created by agency DAVID, the voiceover characterizes the crisis workers with descriptions like the “Reds” and the “Magic,” all professional sports team names that take on added meaning when applied to those carrying on in the throes of the crisis.
The ad ends by making a shout-out to the “home team” against the backdrop of a house and then a larger neighborhood with people safely tucked inside their houses.
The ad began airing on digital last week and will ran on TV starting this past weekend.
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“COVID-19 has changed how we all live our lives, but it hasn’t changed Anheuser-Busch’s priorities and our commitments as an employer, a business partner and a corporate citizen,” said Michel Doukeris, CEO of the company’s U.S. division. “While we can’t solve this crisis on our own, we are proud to do what we can to serve and support our communities in need and the heroes on the front lines, using our capabilities, our relationships, and our reach to do our part. We invite other companies to use their unique capabilities to join us in this effort, however they can, so that together we can make a difference.”
AB InBev is using its supply and logistics network to begin producing and distributing bottles of hand sanitizer to accommodate the growing needs across the United States. The hand sanitizer will be utilized at Red Cross blood donation centers and to support emergency shelters for future relief efforts.
The company is also making available to the Red Cross its tour centers in Merrimack, New Hampshire and St. Louis. Additionally, the brewer will donate media air time to the Red Cross for public service announcements. Learn more about how to help at Budweiser.com/OneTeam.