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AB is Buying 3.5 Minutes of Super Bowl Air Time

Budweiser Clydesdales in the game, also U.S. military and cool new bottles
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Photo: Spencer Platt/Getty Images

Photo: Spencer Platt/Getty Images

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ST. LOUIS (KMOX) - Anheuser-Busch will debut five new ads during the Super Bowl XLVIII broadcast on FOX, February 2nd. With the average 30-second spot going for $4 million, AB is throwing down a pretty big chuck of cash to hold 3.5 minutes of air time.

“The Super Bowl is the biggest moment in sports and advertising,” said Paul Chibe, vice president, U.S. marketing. “With the largest television audience of the year, it’s an unprecedented opportunity and we make the most of it. We have a game plan in place this year to deliver creative that celebrates Bud Light and Budweiser while reaching loyal beer drinkers and new generations.”

The ad campaign kicks off with two spots that tell one story of an “Epic Night” that features celebrity surprises when they are least expected. A teaser ad for “Epic Night” will run this Sunday during the NFL’s conference championship games.

An ad titled “The Perfect Beer for Whatever Happens” is the most robust and digitally integrated campaign in Bud Light history, according to Rob McCarthy, vice president, Bud Light.

Following that, AB will debut Bud Light’s new 16-ounce reclosable Cool Twist aluminum bottle with a 30-second spot titled “So Cool.” The ad will also feature a brand new song from a well-known artist.

This year Budweiser will continue to pay homage to the U.S. military and celebrate returning troops with a feature call “Hero’s Welcome.”

To round out their Super Bowl ad campaign, AB will be bring the Clydesdales back in a 30 and 60-second spot. The ad titled “Puppy Love” will continue the story from last year’s commercial that featured the connection an animal and his trainer share. Don Jeanes will reprise his role as a Budweiser Clydesdale trainer and introduce a new, young star – a 10-week old puppy that forges a bond with the Clydesdales.

“The Budweiser Clydesdales are an icon of the brand and have become an icon of the Super Bowl as well,” said Brian Perkins, vice president, Budweiser. “These majestic horses represent the values of the brand and universal values of trust, quality and nobility that appeal to audiences of all ages.”

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