AB InBev Teases Trio Of Celebrity-Centric Super Bowl LVIII Ads for Bud Light, Budweiser and Michelob Ultra
(Photo: Bud Light)
Anheuser-Busch InBev is tossing its hat into Super Bowl LVIII with a trio of advertisements for its biggest brands.
According to executives, two and a half minutes of ad time have been reserved for Bud Light, Budweiser and Michelob Ultra at the San Francisco 49ers v. Kansas City Chiefs game. Early details hint at an emphasis on “timeless messages” and “familiar faces.”
Of the three, Bud Light can be expected to make the biggest splash. Following nearly a full year of politically loaded controversy, the brand says that it will deliver a “humorous spot” that brings “breakthrough creative and fan-favorite characters to the world’s biggest stage.” A 12-second teaser uploaded to YouTube shows off a shadowy mustachioed figure described as a “new character to the Bud Light universe.” Chances are, this boozy man of mystery will feature front and center in the brand’s advertising well after the big game.
Next comes Budweiser, which has announced an ad spot centered on its trademark Clydesdale horses. Originally introduced in 1933, the thundering Budweiser Clydesdales have trotted their way across beer promos for nearly a century — this time around, it looks like they’ll be featured in a snowy Americana-tinged ranch.
Michelob Ultra rounds out the bunch in partnership with its new brand ambassador Lionel Messi. In a series of teasers uploaded Monday morning, Messi can be seen alongside “Ted Lasso” star Jason Sudeikis enjoying beers, laughs and impromptu soccer matches on a sunny beach.
With three ads under its belt, AB InBev will be this year’s biggest Super Bowl advertiser in the beer and beverage category. The brewing giant previously held a 33-year Super Bowl advertising exclusivity deal, which lapsed for the first time in 2023. Last year, the company went up against Crown Royal whiskey, Rémy Cognac and Molson Coors; so far, Coors Light is the only alcohol brand slated for a return in 2024.
“The Super Bowl is advertising’s biggest moment, and our goal is to once again captivate our audience when the world is watching,” said Kyle Norrington, Chief Commercial Officer, Anheuser-Busch.
“We’re showing up big time in this moment that matters for our beer drinkers and football fans across the country through unmatched creative storytelling, seamless trade integrations, record-breaking consumer sweeps, robust media plans, and on-the-ground activations.”
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