For the first time in 37 years, Budweiser will not be running an ad for the Super Bowl . Call it a victim of the COVID-19 pandemic or a c...
For the first time in 37 years, Budweiser will not be running an ad for the Super Bowl. Call it a victim of the COVID-19 pandemic or a calculated advertising move for the AB InBev company, but a recent press release noted that the brand is going to be taking its Super Bowl ad budget to support COVID-19 vaccination efforts throughout the year.
To kick things off, a digital short film, ‘Bigger Picture,’ narrated by Rashida Jones has been released to highlight American resilience during the past year and aims to raise the importance of getting the COVID-19 vaccine.
The company will also be donating a portion of its 2021 ad buy to the Ad Council and COVID Collaborative's Vaccine Education Initiative.
"Like everyone else, we are eager to get people back together, reopen restaurants and bars, and be able to gather to cheers with friends and family," Monica Rustgi, VP of marketing at Budweiser, said in a press release. "To do this, and to bring consumers back into neighborhood bars and restaurants that were hit exceptionally hard by the pandemic, we're stepping in to support critical awareness of the COVID-19 vaccine."
Budweiser is undoubtedly one of the biggest brands to opt-out of buy Super Bowl ads this year and is a clear sign that the pandemic is creating seismic shifts that will be felt in the marketing world for months, if not years, to come. Other major brands who have opted to skip on spending their ad dollars at this year’s Super Bowl include: Coca-Cola, Pepsi, Ford and Hyundai.