Budweiser lineup to feature troops, “Puppy Love” and Arnold Schwarzenegger; could be strongest Bud lineup in recent years

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Of all the advertisers in the Super Bowl, perhaps none has higher expectations than Anheuser-Busch. It makes sense. They not only purchase the most air time (between three and five minutes each year), they also pay big money to be the exclusive beer sponsor of the game. And when you go out of your way to make sure you have the event all to yourself, you’d better bring your A-game, right?

Last year, the Bud gang definitely did NOT bring their A-game. More like their C-minus-game. Their Clydesdale spot featuring a trainer being reunited with his horse was the lone bright spot for the beer maker, as half of their ad lineup (three spots) finished in the bottom 10 of the SpotBowl rankings. And despite having the most ads in the game and a product that’s well-suited for Super Bowl success, the past few years haven’t been the best for the brand. After winning four of the first seven SpotBowl titles (including a second place finish in the three they didn’t win), Anheuser-Busch hasn’t finished higher than third in each of the past three competitions.

To be fair, that doesn’t necessarily mean Anheuser-Busch’s ads are getting worse (except for last year), it just means the competition is getting better, and that’s a good thing. What’s also good is this year’s Bud lineup. Even though, at three-and-a-half minutes, it’s one minute shorter than the past two years, the lineup looks primed for a return to its former SpotBowl glory. Here’s what we can expect:

BUD LIGHT – Three ads under the new tagline, “The Perfect Beer for Whatever Happens.” Two of the Bud Light spots were filmed in New York City and will both feature celebrities. The “Epic Night” spots (a 60-second ad and a 30-second ad which play off each other) will be packed with celebrities, including Arnold Schwarzenegger. The third Bud Light spot – called “So Cool” – will promote a new re-closeable aluminum bottle.

BUDWEISER AND ANHEUSER-BUSCH – Two other spots for the Anheuser-Busch brand will feature the Clydesdale horses, and another – “Hero’s Welcome” – will pay tribute to soldiers returning from Afghanistan. While last year’s Clydesdale ad featured the bond between a horse and its trainer, this year’s ad, titled “Puppy Love,” will show a Clydesdale bonding with a puppy.

A Clydesdale AND an adorable puppy? We might as well give them the title right now.


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