Budweiser bigger picture12/11/2022 Many of these advertisers experienced significant growth during the pandemic. When you tune into the Big Game this Sunday, you're likely to notice familiar brands making their Super Bowl debut. Given the events of the past year, it's understandable why brands are erring on the side of caution with their messaging or choosing to forego advertising in the Super Bowl altogether. The brand took a social media-centric approach with over 90% of its $600,000 spend split between Twitter, Facebook, Instagram, and Youtube. The brand’s “A Nut Above” campaign aims to recognize people who step up to help in their community, whether it be a couple who donated the catering of their canceled wedding to the less fortunate or someone who paid a neighbor’s overdue rent.Ī Nut Above campaign was at the center of the 73 creatives ran through January 25th and February 4th. Planters is giving away the $5 million it would have spent on a Super Bowl ad spot and using it to recognize people doing charitable acts. Likewise, their campaign to promote the Kia Sorrento shows over half of their ad spend was funneled into news and trade websites. In the week leading up to the Big Game, Kia’s top creatives don’t hint at anything Super Bowl related. But after one hell of a rough year (pandemic), the brand realized America needed something much more than another ad in the Big Game. Kia’s decision to sit on the sidelines comes shortly after a significant investment in New Year’s Eve marketing. Budweiser Bigger Picture Sarah Dembkowski Budweiser is known for its Super Bowl ads. In addition to Kia, Audi, BMW, Lexus, Porsche, Mercedes-Benz, Volkswagen and Ford are among the auto brands who have decided not to run any Super Bowl ads this year. Kia also announced it would break its 11-year Super Bowl streak, citing a shift in priorities during COVID-19. Kia joins other auto brands in sitting out this year’s big game But this year, the biggest ad for the big game was one that didn’t air at all. Unlike Budweiser, Coors opted for an aggressive push across social, throwing 54% of their ad spend behind Instagram and 90% total across social channels. The subjects of the study were awoken and asked what they were dreaming about (spoiler alert: it involved cracking open a cold one). They released a spot that takes the viewer into a sleep study where participants are shown images and videos related to Coors. What’s your favorite spot from Super Bowl LV Be the critic on Fan Reviews Search. So, for the first time in 37 years, Budweiser sat out their in-game Super Bowl spot and instead relocated the media dollars to COVID-19 education and awareness. The video ends by plugging the Ad Council’s public education campaign on the coronavirus vaccine and promising viewers the beer juggernaut would "see at the game next year." From January 25th to February 4th, Bigger Picture dominated Budweiser's ad spend with 70% funneled into Youtube ads with Facebook trailing behind.Ĭonversely, their competitor Morson Coors took a different approach to Super Bowl advertising. Check out the Budweiser 'Bigger Picture' Super Bowl 2021 commercial. Budweiser is known for its Super Bowl ads. The ad, titled "Bigger Picture," highlights Americans coping under the strain of the pandemic. Instead, Budweiser's parent company, Anheuser-Busch, is donating its Super Bowl piggybank to coronavirus vaccination awareness efforts.īudweiser is promoting this historic move with a digital ad narrated by Rashida Jones. So what are they doing instead and does this signal a shift in brands moving away from Super Bowl advertising for good? Anheuser-Busch focuses on vaccination campaignīudweiser announced it would drop ad time in the Super Bowl for the first time in 37 years. Instead of shelling out a cool $5.5 million for a 30-second spot in Super Bowl LV, big-name brands are opting to spend that money elsewhere.Ĭommercial veterans like Budweiser, Kia, and Planters among others announced they would sit out this year’s Super Bowl. In early 2021, Budweiser, a beer brand, launched a campaign in the US with the goal to normalise the act of getting vaccinated to help get. This year’s Super Bowl will be remembered by a noticeable absence of household brand names. It consists of 1 video and 1 image.Super Bowl Sunday is the one day Americans not only tolerate ads-they’re a can’t miss part of the game-day experience. The piece was submitted to the medium: Public Relations within the entry type: Product/Service and the category: Cause Related. The advertising agency is part of the agency network: Ogilvy & Mather and holding company: WPP Group. This 2020 Clio Awards Shortlisted entry titled 'Budweiser Bigger Picture' was entered for Budweiser by David Miami, Miami. Yvette Cobarrubias / Cosmo Street EditorialĮxecutive Vice President, Consumer Brands
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