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NEW YORK -- Anheuser-Busch (A-B) has enlisted Shawn Carter, a.k.a. rapper Jay-Z, as co-brand director for its Budweiser Select brand. This agreement is the first time A-B has drafted a celebrity to actively participate in the creative end of one of the company's brands.
The partnership will allow A-B to create strategic marketing programs and ad developments using the entrepreneurial icon, the brewer said in a recent news release. Carter will participate in Budweiser Select planning sessions to give his thoughts and insights on brand programs. He will also provide direction on the brand's TV, radio and print ads, as well as numerous high-profile events.
The deal was kicked off in a recent ad during Monday Night Football on ESPN that featured Carter's new CD "Kingdom Come." The ad also will be featured during the National League Championship Series on FOX, A-B said.
The 60-second ad uses scenes from Carter's latest video, which features the rapper's single, "Show Me What You Got." Besides Jay-Z, appearances are made by NASCAR's Dale Earnhardt Jr. and Danica Patrick, an open wheel racing driver.
"Collaborating with Jay-Z on marketing our Budweiser Select brand presents an opportunity to work with one of the world's great entrepreneurs and draws upon his expertise with pop culture, music and business," said Marlene Coulis, vice president of brand management for A-B. "His approach to reaching people in creative, groundbreaking ways that transcend cultural boundaries makes this alliance particularly exciting."