AB Secures 'A1' Super Bowl Ad Position
Published in CSP Daily News
Budweiser Black Crown spot will be first commercial to air following kickoff
ST. LOUIS -- Anheuser-Busch said it will debut four-and-a-half minutes of new ads during CBS's broadcast of Super Bowl XLVII on Sunday, Feb. 3. Bud Light and Budweiser will share the spotlight in this year's game with Anheuser-Busch's two newest brands, Budweiser Black Crown and Beck's Sapphire, both of which will be making their national television debut.
Bud Light, the official beer sponsor of the NFL, will premiere two 60-second ads, "Journey" and "Lucky Chair."
The ads are the culmination of the brand's successful "Superstitious" campaign, which portrays the traditions and rituals NFL fans employ to help their teams win. Both ads are set in New Orleans, tying the creative closely to the Super Bowl.
The creative agency for these spots is Translation.
The Budweiser Clydesdales will also appear in a new 60-second spot, "Brotherhood," which chronicles the bond a Clydesdale foal shares with his trainer. Partially shot at Warm Springs Ranch, a 300-plus acre farm near Boonville, Mo., home to many of the Clydesdales, "Brotherhood" will take the Clydesdales advertising into new territory by providing a new level of access to their early years.
Two 30-second ads, "Coronation" and "Celebration," will feature Budweiser Black Crown. It has secured the A1 position for "Coronation," ensuring it will be the first commercial to air following kickoff. Two 15-second teasers for Budweiser Black Crown will air during the NFC and AFC Championship games on Jan. 20, one day before the brand hits shelves nationwide.
Anomaly is the creative agency for Budweiser and Budweiser Black Crown's ads.
Beck's Sapphire, which debuted on New Year's Eve, will also make its Super Bowl advertising debut with a new 30-second ad, "Serenade." The ad celebrates Beck's Sapphire's black bottle, and features a surprise admirer that is mesmerized by its beauty. The creative agency for Beck's Sapphire's ad is Mother.
"The Super Bowl is an unbeatable platform for us to launch our new brands, Budweiser Black Crown and Beck's Sapphire, and continue building on the long-standing success of Bud Light and Budweiser," said Paul Chibe, vice president of U.S. marketing. "Not only does the game have the largest television audience of the year, but it's an incredibly captive one because so many viewers tune in for the commercials."
Based in St. Louis, Anheuser-Busch brews Budweiser and Bud Light among many other brands. The company is a wholly owned subsidiary of Anheuser-Busch InBev.