Anheuser-Busch is going big for the Big Game. The brewer has announced its return to the Super Bowl’s advertising arena with a powerhouse lineup featuring iconic beer brands Budweiser, Michelob ULTRA, and Bud Light.
With a rich history of producing memorable Super Bowl commercials since 1975, Anheuser-Busch aims to once again capture the hearts and minds of beer enthusiasts and football fans across the nation.
Kyle Norrington, Chief Commercial Officer at Anheuser-Busch, expressed the company’s commitment to making a significant impact during the pinnacle of advertising. “The Super Bowl is advertising’s biggest moment, and our goal is to once again captivate our audience when the world is watching,” stated Norrington. The brewer plans to deliver compelling storytelling, seamless trade integrations, record-breaking consumer sweeps, robust media plans, and on-the-ground activations.
As one of the longest-running advertisers in the Super Bowl’s history, Anheuser-Busch will dominate Super Bowl LVIII with two and a half minutes of national advertising time. This makes Anheuser-Busch the largest advertiser in the beer and alcohol beverage category for this year’s Super Bowl.
Last year, AB InBev secured three minutes of commercial time, featuring spots for Michelob Ultra, Bud Light, and Busch Light. However, Busch Light will not be part of the lineup this year, while Budweiser, which was restricted to regional markets in the previous year, will return to the national broadcast.
Budweiser, Michelob ULTRA, and Bud Light will focus on providing what audiences expect and anticipate from these renowned beer brands.
The Michelob ULTRA teaser, created by Wieden+Kennedy, hints at star power with soccer legend Lionel Messi engaging in a beach soccer ball juggling act with a dog. Another snippet shows Messi’s reaction when a draft of Michelob ULTRA runs out mid-pour at a beach bar.
Bud Light, known for its humor-driven campaigns, is expected to build on its longstanding equity in this year’s Super Bowl spot. The teaser for Bud Light, created by Anomaly, introduces a mysterious new character to the Bud Light universe, accompanied by familiar faces from the brand’s passionate platforms.
Budweiser’s commercial, created by FCB New York, will bring back the iconic Clydesdales, delivering a timeless message of resilience, determination, and unity over a beer. The Clydesdales have been a staple of Budweiser’s Super Bowl advertising for years.
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While AB InBev has not disclosed the specific airtime for the commercials during the Super Bowl, teasers posted on social media platforms provide a glimpse into what viewers can expect. In addition to the national broadcast, the brands will employ a 360-degree approach with robust national and local media campaigns, pre-and post-game moments, in-stadium activations, and out-of-home placements, aiming to dominate the advertising landscape during Super Bowl LVIII.
AB InBev and its brands will also host various activations, including a concert with country star Zach Bryan and a celebrity “Country Club” event at Topgolf. The Clydesdales will parade in Las Vegas, representing the rich heritage of Budweiser and AB InBev.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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