AB InBev Beers Will Have 2.5 Minutes of Ads in the Super Bowl

AB InBev Beers Will Have 2.5 Minutes of Ads in the Super Bowl

News by Roberto Orosa
Published: January 25, 2024

AB InBev, the parent company of world-famous beers Bud Light, Budweiser and Michelob Ultra, is slated to have 2 minutes, 30 seconds worth of ads in the upcoming Super Bowl.

Despite having a shorter runtime compared to last year's Big Game, the beverage giant's three commercials will officially make it the biggest alcohol advertiser in this year's Super Bowl.

Last year's Super Bowl included two spots from Michelob Ultra, as well as commercials from Bud Light and Busch Light. This year, Busch Light will step out of the limelight to make way for Budweiser, marking its re-entry into national broadcast.

According to an AB InBev representative, Michelob Ultra and Bud Light will have 60 seconds of runtime each, while Budweiser will only have 30 seconds.

"The Super Bowl is advertising’s biggest moment, and our goal is to once again captivate our audience when the world is watching," AB InBev U.S. Chief Commercial Officer Kyle Norrington said in a press release.

"We’re showing up big time in this moment that matters for our beer drinkers and football fans across the country through unmatched creative storytelling, seamless trade integrations, record-breaking consumer sweeps, robust media plans, and on-the-ground activations," he added.

Budweiser, Bud Light and Michelob Ultra Unveil Teasers

In line with the highly-anticipated Super Bowl spots, the three beer brands each unveiled their own teasers leading up to the Big Game.

Bud Light's 12-second teaser begins with a close-up on a Bud Light-branded jacket. Without fully revealing his identity, the spot then shows a man with a mustache wearing metallic shades.

After a bright flash, a man wearing a Broncos No. 18 jersey asks, "Are you...?" 

The spot then cuts to black, as a shout is heard. "Let's go!"

“We’re delivering the best names in sports, music and entertainment, and introducing a brand-new character to our Bud Light universe,” Todd Allen, Bud Light's vice president of marketing told USA TODAY.

“Bud Light’s long-standing partnership with the NFL is one of the most iconic relationships in sports, and we’re excited to be back on the Super Bowl stage this year to continue our long legacy of delivering iconic, breakthrough Super Bowl ads that rally fans year after year,” Allen added.

Meanwhile, Budweiser's 15-second teaser welcomes back the Clydesdales, as they trudge through snow to make their way to an unknown man. 

According to AB InBev, the full-length Super Bowl spot will have "a timeless message of resilience, determination and coming together over a beer.”

While Budweiser uses snow to create a sense of nostalgia, Michelob Ultra goes in a completely different direction.

The ad teaser features football legend Lionel Messi – the premium beer's newest official brand ambassador

As he orders a pint of beer from the bar, the tap suddenly sputters, a sign that it has run our of beer. The football legend and the bartender then share an intense look, before they both start to smile.

"Don't run out, order now," the teaser concludes.

"This year, Michelob ULTRA, a superior light beer, will connect with 'social athletes' from coast to coast, those who know that some of the most memorable moments happen when your active life and social life blend together," the company wrote in its press release.

Editing by Katherine 'Makkie' Maclang

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