The matchup for Super Bow LV is set, and no doubt it will be a classic. Patrick Mahomes and the Kansas City Chiefs go to Tampa, to play Tom Brady and Tampa Bay in the Bucs home stadium.
Fans should be treated to an incredible game, but what about the TV commercials, usually as anticipated for their big budgets and creativity as the game itself.
This year’s Super Bowl is going to be missing a lot of familiar brands. Pepsi, Coke, Audi and Hyundai are all sitting this one out. And so is the most iconic advertiser for this game, Budweiser. For the first time in 37 years, no clydesdale horses, no Budweiser Frogs, no “Wassup, no Bud Bowl. No classic Budweiser commercial commercial to look forward to.
Chief Marketing Officer Marcel Marcondes explains why. “We don’t want to go back to normal. We want to get better, we need to keep the learnings, and we need to evolve.”
Isn’t that what most Americans are looking for the most this year, especially at the Super Bowl? Something normal? The game will already look weird, with only 22,000 fans in the stands.
While there is no Budweiser ad in the game, AB InBev is promoting their other brands with :30 spots. Look for commercials for Bud Light, Bud Light Seltzer Lemonade, Michelob Ultra and Michelob Ultra Organic Seltzer. For Super Bowl LIV in February of 2020, Anheuser spent $41 million.
CBS had been charging $5.5 million for a 30 second spot for this year’s telecast on February 7, and they have not announced if they have sold out all their inventory yet.
Anheuser still hopes to garner attention for Budweiser on Super Sunday. Instead of the commercial, they are releasing a 90-second ad to run on their digital outlets that call attention to moments during the pandemic when being together matters.
I’m guessing it won’t be nearly as memorable or entertaining as their Super Bowl commercials usually are.