This image provided by Budweiser shows two health care workers getting vaccinated in an advertisement Budweiser is running before the Super Bowl. For the first time since 1983, when Anheuser-Busch used all of its ad time to introduce a beer called Bud Light, the beer giant isn’t advertising its iconic Budweiser brand during the Super Bowl. Instead, it’s donating the money it would have spent on the ad to coronavirus vaccination awareness efforts.(Budweiser via AP)

This image provided by Budweiser shows two health care workers getting vaccinated in an advertisement Budweiser is running before the Super Bowl. For the first time since 1983, when Anheuser-Busch used all of its ad time to introduce a beer called Bud Light, the beer giant isn’t advertising its iconic Budweiser brand during the Super Bowl. Instead, it’s donating the money it would have spent on the ad to coronavirus vaccination awareness efforts.(Budweiser via AP)

Budweiser joins Coke, Pepsi brands in sitting out Super Bowl

Four minutes in advertising still expected for other products by Anheuser-Busch

For the first time since 1983, when Anheuser-Busch used all of its ad time to introduce a beer called Bud Light, the beer giant isn’t advertising its iconic Budweiser brand during the Super Bowl. Instead, it’s donating the money it would have spent on the ad to coronavirus vaccination awareness efforts.

Anheuser-Busch still has four minutes of advertising during the game for its other brands including Bud Light, Bud Light Seltzer Lemonade, Michelob Ultra and Michelob Ultra Organic Seltzer. Those are some of its hottest sellers, particularly among younger viewers.

But the decision to not do an anthemic Budweiser ad — which over nearly four decades has made American icons of frogs chirping “Budweiser,” guys screaming “Whassup!”, and of course the Budweiser Clydesdales — showcases the caution with which some advertisers are approaching the first COVID-era Super Bowl.

“We have a pandemic that is casting a pall over just about everything,” said Paul Argenti, Dartmouth College professor of corporate communication. “It’s hard to feel the exuberance and excitement people normally would.”

The Anheuser-Busch move follows a similar announcement from PepsiCo., which won’t advertising its biggest brand, Pepsi, in order to focus on its sponsorship of the the halftime show. (It will be advertising Mountain Dew and Frito-Lay products). Other veteran Super Bowl advertisers like Coke, Audi and Avocados from Mexico are sitting out the game altogether.

These big-brand absences are just one more way Super Bowl LV will look very different from previous years. Attendance at the game will be limited to 22,000 people, about a third of the more than 65,890 capacity of Raymond James Stadium in Tampa, Florida. And Super Bowl parties will be more likely to be smaller affairs with pods or families.

“I think the advertisers are correctly picking up on this being a riskier year for the Super Bowl,” said Charles Taylor, marketing professor at Villanova University. “With COVID and economic uncertainty, people aren’t necessarily in the best mood to begin with. There’s a risk associated with messages that are potentially too light. … At the same time, there’s risk associated with doing anything too sombre.”

The pandemic has cut sharply into sales for many Super Bowl advertisers. With pricey ads costing an estimated $5.5 million for 30 seconds during the Feb. 7 broadcast on CBS, some may have decided it’s not worth it this year. Coca-Cola, for example, has been hard hit since half of its sales come from stadiums, movie theatres and other usually crowded places that have been closed during the pandemic. It announced layoffs in December, and said it said it wouldn’t advertise this year to ensure it’s “investing in the right resources during these unprecedented times.”

To fill the void, newcomers like the TikTok rival Triller, online freelance marketplace Fiverr and online car seller Vroom are rushing in to take their place. Returning brands include M&M’s, Pringles, Toyota and others.

Companies that are running ads this year face a number of challenges. Super Bowl ads are usually developed months in advance and shot in the fall, meaning that ads airing in two weeks were shot under costly pandemic conditions and without any idea how the presidential election would turn out. That further complicates the already delicate process of striking a tone that acknowledges what’s happening with the world, managing to either entertain or tug at viewer heartstrings, and finding a way to tie it all back to their brand.

“It’s a tough year to do an ad,” Argenti said. “It will be a good year for creative companies who figure out how to thread that needle.”

Monica Rustgi, Budweiser’s vice-president of marketing, said the brand is still calculating how much it will spend on vaccine awareness. But she said it will be a “multi-million dollar” commitment that includes donating airtime throughout this year for the non-profit the Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative.

Budweiser will still have a marketing presence around the big game. Starting Monday, the brand will air an ad that celebrates resilience during the pandemic, including a socially distanced birthday parade and athletes in Black Lives Matter jerseys. The ad, narrated by actress and director Rashida Jones, ends with health care workers getting vaccinated and talks about Budweiser’s donation.

In the era of social media and digital advertising, brands aren’t limited to running ads during one event, since consumers can see them online, everywhere from Facebook and Twitter to YouTube, Budweiser’s Rustgi said. Budweiser’s Super Bowl step-back also won’t be long-term, she said.

“The Super Bowl is the most popular sports event, aside from the World Cup, that anybody is going to see,” added Dartmouth’s Argenti. “An event that draws that many people to the advertising is never going to go away.”

Mae Anderson And Dee-Ann Durbin, The Associated Press

Like us on Facebook and follow us on Twitter.

Want to support local journalism? Make a donation here.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

(Black Press file photo)
Blackfalds continuing its fight for a registries office

The Town of Blackfalds has been fighting for a Registry Service outlet for roughly a decade

Alberta Premier Jason Kenney said Thursday that the province may consider a regional approach to loosening COVID-19 restrictions if numbers continue to decline. (photo by Chris Schwarz/Government of Alberta)
Province further easing health restrictions

Numbers of people hospitalized and in intensive care has dropped dramatically, says premier

Eric Rajah, co-founder of A Better World. (Photo Submitted)
Two Lacombe residents recieve award from Governor General for chairty work

Eric Rajah and Brian Leavitt co-founded A Better World, a charity which started in Lacombe in 1990

A ” Justice for Jeff” T-shirt. (Photo submitted)
Rally to be held outside courthouse for man slain in Lacombe

Sentencing for accused charged with manslaughter with a firearm set for March 4 in Red Deer

File photo
Alberta’s central zone has 670 active cases

301 new cases identified Sunday

Bookings for COVID-19 vaccines for people age 75 or older start Wednesday. (File photo by THE CANADIAN PRESS)
Updated: Delays for seniors booking for vaccine appointments

By 9:20 a.m. Wednesday, 4,500 seniors had booked their appointments

Ryan Jake Applegarth of Ponoka, 28, is scheduled to appear at Ponoka Provincial Court on March 12, 2021. (File photo)
Discussions about justice continue as Ponoka murder victim’s case proceeds

Reaction to comments Ponoka Staff Sgt. Chris Smiley made to town council last month

Dr. Stanley Read
Hometown Bashaw doctor recognized with alumni award for AIDS work

Dr. Stanley Read, born and raised in Bashaw, is considered a global health leader

A copy of the book “And to Think That I Saw It on Mulberry Street,” by Dr. Seuss, rests in a chair, Monday, March 1, 2021, in Walpole, Mass. Dr. Seuss Enterprises, the business that preserves and protects the author and illustrator’s legacy, announced on his birthday, Tuesday, March 2, 2021, that it would cease publication of several children’s titles including “And to Think That I Saw It on Mulberry Street” and “If I Ran the Zoo,” because of insensitive and racist imagery. (AP Photo/Steven Senne)
6 Dr. Seuss books won’t be published for racist images

Books affected include McElligot’s Pool, On Beyond Zebra!, Scrambled Eggs Super! and The Cat’s Quizzer

AstraZeneca’s vaccine ready for use at the vaccination centre in Apolda, Germany, Sunday, Feb. 28, 2021. THE CANADIAN PRESS/Michael Reichel/dpa via AP
National panel advises against using Oxford-AstraZeneca’s COVID-19 vaccine on seniors

NACI panel said vaccines from Pfizer and Moderna are preferred for seniors ‘due to suggested superior efficacy’

Shipping containers are seen at the Fairview Cove Container Terminal in Halifax on Friday, Aug. 25, 2017. THE CANADIAN PRESS/Andrew Vaughan
Canadian economy contracted 5.4 per cent in 2020, worst year on record

Drop was largely due to shutdowns in the spring as COVID began to spread

THE CANADIAN PRESS/Jeff McIntosh
Time to check the mail: Every household to receive a Canada Post postcard this spring

Postcard can be mailed for free to any address in Canada

A cross-country skier glides along the banks of the Ottawa River in Ottawa on Thursday, Feb. 25, 2021. Canadians across the country can look forward to a mild spring peppered with the odd winter flashback throughout the first part of the season, according to predictions from one prominent national forecaster. THE CANADIAN PRESS/Sean Kilpatrick
Mild spring with some wintry blasts predicted for most of Canada: Weather Network

Weather Network is forecasting a slower than average start to spring in British Columbia

AstraZeneca’s vaccines are ready for use at the vaccination center in Apolda, Germany, Sunday, Feb.28, 2021. (Michael Reichel/dpa via AP)
Feds hoping for AstraZeneca shots this week as Pfizer-BioNTech prepare next delivery

The first of those doses could start to arrive in Canada as early as Wednesday

Most Read