The Clydesdales are back for Super Bowl Sunday.
With three new commercials, and a total of two and a half minutes of advertising time, Anheuser-Busch will be the biggest Super Bowl LVIII advertiser among alcohol beverage companies.
The Super Bowl ads, airing Feb. 11, will focus on some of A-B’s most popular brands: Bud Light, Budweiser and Michelob ULTRA.
Bud Light, which is the official beer sponsor of the NFL, will be highlighted in a commercial that features its “Easy to Drink, Easy to Enjoy†campaign.
“The brand is back with a humorous spot introducing a new character to the Bud Light universe and some familiar faces from the platforms the brand has been passionate about for years,†the company said in a news statement.
“The Super Bowl is advertising’s biggest moment, and our goal is to once again captivate our audience when the world is watching,†Kyle Norrington, chief commercial officer at Anheuser-Busch, said in a statement.
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For Bud Light, it’s another chance to pivot from the fallout it received after collaborating with transgender influencer Dylan Mulvaney. A-B faced calls for a boycott and a drop in beer sales.
Since then, surveyed drinkers have they want their beer without debate, and for Bud Light to focus on platforms that all consumers embrace, such as football and music.
Another of A-B’s Super Bowl commercials will focus on Budweiser and feature the iconic Clydesdales galloping through the snow, in what A-B is calling “a timeless message of resilience, determination and coming together over a beer.â€
Michelob ULTRA’s ad spot will showcase “one of the most followed athletes in the world†— soccer star Lionel Messi — and celebrate the different facets of “active living,†according to the company.
Teasers for all three ads can be found on A-B’s and its other social media platforms.
Since 1975, A-B has produced over 260 commercials for the Super Bowl.
Last year, over 115 million people tuned in to watch the Kansas City Chiefs defeat the Philadelphia Eagles. Access to such an audience comes with a cost as for advertisers as that same year, 30 seconds of screen time cost $7 million, according to Forbes.