Anheuser-Busch Reveals Super Bowl XLVI Advertising Plan

Anheuser-Busch will debut four-and-a-half minutes of new creative during NBC’s broadcast of Super Bowl XLVI on Sunday, February 5, marking the company’s 24th consecutive season as the exclusive malt beverage category advertiser for the Super Bowl.

Super Bowl mainstays Bud Light and Budweiser will headline A-B’s lineup with two ads each.  Bud Light, the official beer sponsor of the NFL, will continue its “Here We Go” campaign, highlighted by a “secret spot” at the end of the second quarter.  Budweiser will evolve its successful “Grab Some Buds” campaign with two 60-second ads, one of which will feature the world-famous Budweiser Clydesdales.

The company’s newest brand, Bud Light Platinum, will make its national advertising debut with two 30-second ads on Super Sunday.  The inclusion of Bud Light Platinum represents a major investment in Anheuser-Busch’s latest innovation, and supports the national rollout of the new beer, which began on Monday, Jan. 30.

“This is the largest television event of the year, every year,” said Paul Chibe, vice president, marketing, Anheuser-Busch.  “The Super Bowl draws a large, diverse viewership, which makes it a great venue for brands with the widespread popularity of Budweiser and Bud Light.  The large audience of the Super Bowl makes it the perfect opportunity to introduce Bud Light Platinum to a large number of adult beer drinkers interested in trying new things.”

Following are highlights of Anheuser-Busch’s 2012 Super Bowl advertising lineup:
First Quarter
“Factory” (Bud Light Platinum) – The process of creating something truly Platinum is revealed.  (:30, Translation)
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“Work” (Bud Light Platinum) – This office is anything but conventional. (:30, Translation)

Second Quarter
“Return of the King” (Budweiser) – A town celebrates as the Clydesdales usher in a historic moment in American history. (:60, Anomaly)

Bud Light “Playing Halftime” (:30, Cannonball)

Third Quarter
“Eternal Optimism” (Budweiser) – Highlights of American achievements throughout history – with the assurance of more to come. (:60, Anomaly)

Fourth Quarter
“Rescue Dog” (Bud Light) – Calling this dog’s name unveils a special trick. (:60, mcgarrybowen)