With the Super Bowl just around the corner, Budweiser has decided to quickly play to the hearts of viewers by bringing back its iconic Clydesdales and a Labrador retriever in its early ad release. While some advertisers strive to stay ahead of the curve, pre-releasing their spots for the Super Bowl has become a tactic to generate pre-game buzz and, they hope, to fully maximize the eyeballs on the reported $7 million they drop for a 30-second advert slot.
According to KENS 5, the feel-good story shows a snowstorm threatening the delivery of Budweiser, but be sure, the horses and dog valiantly step in to ensure the beer makes it to a small-town bar. This move is a clear strategy to quickly mend fences with consumers after Bud Light's controversial tribute to Dylan Mulvaney stirred a tempest amongst conservative groups and transgender rights supporters alike last year.
An academic nod to this tactic comes from Ray Taylor, a marketing professor at the Villanova School of Business, who said, "It’s paying tribute to its history, in America. And I think for these big brands, if they’ve got these iconic themes like Budweiser with the Clydesdales, that’s just kind of a can’t miss strategy", as per KENS 5.
But don't think to only expect a heavy pour of nostalgia this Super Bowl season. Humor is also taking the field, as witnessed by other early ad releases like Kawasaki's mullet-growing off-roaders and Hellmann’s food waste spot featuring Kate McKinnon and her feline companion’s high-profile romance with Pete Davidson. "The first Super Bowl spots to be released embrace light humor," Tim Calkins, a marketing professor at Northwestern University, told CityNews Halifax. Indeed, many brands are aiming to play it safe, staying clear of troublemongering terrain in a year already fraught with presidential election tensions and escalating conflicts worldwide.
And, as expected, celebrities are everywhere. Anheuser-Busch hasn't merely stopped at canine and equestrian stars. They've enlisted none other than soccer royalty, Lionel Messi, for a Michelob Ultra spot. Meanwhile, Vince Vaughan ribbing Tom Brady for a monopoly on wins in a BetMGM commercial, as reported by CityNews Halifax, adds just another notch to the celebrity belt this year, signaling that star-studded pitches remain an unwavering fixture in Super Bowl ad playbook.
