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ST. LOUIS -- Anheuser-Busch will debut five new ads featuring its flagship brands Budweiser and Bud Light during the Super Bowl XLVIII broadcast on Feb. 2. Over the past few years, the Super Bowl has become popular for its commercials as much as for the National Football League's (NFL) championship matchup.
"The Super Bowl is the biggest moment in sports and advertising," said Paul Chibe, vice president, U.S. marketing, at Anheuser-Busch. "With the largest television audience of the year, it's an unprecedented opportunity and we make the most of it. We have a game plan in place this year to deliver creative that celebrates Bud Light and Budweiser while reaching loyal beer drinkers and new generations."
Super Bowl XLVIII will mark the launch of Bud Light's new creative campaign, "The Perfect Beer for Whatever Happens." The campaign will kick off with two corresponding "Epic Night" units -- totaling 90 seconds and telling one cohesive story across two ad blocks -- featuring top celebrity surprises when they are least expected. The Bud Light "Epic Night" spots were created by BBDO.
"'The Perfect Beer for Whatever Happens' will be the most robust and digitally integrated campaign in Bud Light history," said Rob McCarthy, vice president, Bud Light. AKQA is the lead agency for Bud Light digital.
Bud Light, the official beer sponsor of the NFL, will also use the sporting event to debut the new Bud Light reclosable aluminum bottle with a 30-second spot titled "So Cool." Holding the coveted 1A position in the game, "So Cool" will feature the world debut of a new song from a well-known artist, according to Anheuser-Busch. The spot was created by Cannonball.
Budweiser also has a stake in the ad game with 60-second and 30-second spots, both featuring the world-famous Budweiser Clydesdales. Budweiser will continue its long-standing support of the U.S. military and celebrate returning troops with "Hero's Welcome."
"The Budweiser Clydesdales are an icon of the brand and have become an icon of the Super Bowl as well," said Brian Perkins, vice president, Budweiser. "These majestic horses represent the values of the brand and universal values of trust, quality and nobility that appeal to audiences of all ages."
The Budweiser Clydesdales will also be featured prominently in "Puppy Love," which continues the story of 2013's "Brotherhood" spot and focuses on the connections animals share with one another at Warm Springs Ranch, Budweiser’s Clydesdale breeding ranch. The ad features Don Jeanes reprising his role as Budweiser Clydesdale trainer and introduces a new, young star -- a 10-week-old puppy that forges a bond with the Clydesdales and, through tenacity, ultimately earns a place on the team. The creative agency for these spots is Anomaly, with AKQA as the lead agency for Budweiser digital.