Taking One For The Team: Budweiser Opts Out Of Super Bowl Ads

Taking One For The Team: Budweiser Opts Out Of Super Bowl Ads

Taking One For The Team: Budweiser Opts Out Of Super Bowl Ads

Budweiser pours one out to support Covid-19 vaccine efforts.

Budweiser pours one out to support Covid-19 vaccine efforts.

Text: Lauren Gruber

For the first time in 37 years, Budweiser is holding their horses. The beer giant — and its iconic Clydesdales — will not be releasing a commercial at this year's Super Bowl LV. Instead, the brand will be giving away its advertising money to aid Covid-19 vaccine awareness.

Some of Budweiser's commercial budget will be donated to Ad Council and Covid Collaborative’s Vaccine Education Initiative. These funds will raise awareness of the coronavirus vaccine via public service announcements.

As of last year, 30 seconds of airtime during the Super Bowl costed up to $5.6 million, reports NPR. Super Bowl advertising costs fell slightly this year, at $5.5 million for the same amount of airtime. Anheuser-Busch, Budweiser's parent company, is still planning on airing four minutes' worth of advertisements for its other brands, including Bud Light and Michelob Ultra.

This gesture follows in the footsteps of Pepsi and Coca Cola, who previously announced their withdrawal from game time advertising. Both brands cited their desire to avoid sending the wrong message, given the dire state of the pandemic. '

Instead, Budweiser ran a digital advertisement, titled "Bigger Picture." The 90-second clip honored first responders and everyday citizens for their resilience during the pandemic. "See you at the game next year," reads the end screen.

Credits: All images courtesy of Budweiser

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