Anheuser-Busch (known globally as AB InBev) is back in the Super Bowl with four 60-second spots spotlighting five brands: Michelob Ultra, Michelob Ultra Gold, Budweiser and one ad for both Bud Light and Bud Light Seltzer. Bud Light will also host an hour-long special on Fox on Feb. 1 featuring live performances from the second annual Bud Light Super Bowl Music Fest in Miami, Fla.
It’s still unclear in which quarters each ad will air, but don’t be surprised if it’s one every quarter, similar to what Tide did two years ago.
Though it’s a substantial amount of Super Bowl ad airtime, likely costing the company more than $40 million, it’s a smaller push than in past years. In 2019, Anheuser-Busch purchased five and a half minutes of Super Bowl airtime and featured five brands in its spots.
Anheuser-Busch worked with a number of agencies for its Super Bowl lineup: Wieden + Kennedy for its Bud Light spot, FCB Chicago for Michelob Ultra and Michelob and David Miami for Budweiser. This year, Stella Artois will not make an appearance during the Super Bowl. This year, Stella Artois will not make an appearance during the Super Bowl. Instead, Stella Artois will have a pop-up activation in Miami dubbed “Port de Stella.”
For the Michelob Ultra spot, the company is focusing on wellness. It will do something similar with its Michelob Ultra Pure Gold, the company’s USDA certified organic beer. Budweiser will follow the same path the brand has done in years past, showcasing “ordinary people doing extraordinary things.”
This year’s biggest push centers on the Bud Light and Bud Light Seltzer ad, the latter of which is launching this year. Like Bud Light’s iconic “Dilly Dilly” ads, the Bud Light Seltzer ad (already teased on Jan. 4) is focusing on the “mayor” of Seltzer, Pa., with information about him and the new drink “evolving” every week.