ABI sent me a press release this morning that they’ve released teaser ads for what they’ll be airing during this year’s Super Bowl. I normally wouldn’t pay it much attention, but because of yesterday’s post Schwarzenegger To Appear In Super Bowl Ad For Bud Light I thought we should see what they’re planning for Arnie’s spot, though I think you’ll agree the two teasers don’t reveal very much, apart from the fact that time has not been kind. If you want to see the rest of what ABI has planned, the rest of the teasers are here on YouTube.
Friday’s ad is for Budweiser, from 1942. The wartime ad is a curious one. It’s all about Vitamin D and other industries that Anheuser-Busch is involved with. As far as I can tell, the title of the ad, “Pinch-Hitting For Norway,” refers to A-B producing the vitamin from yeast, apparently important because it’s impossible to get the fish oil it’s usually made from due to World War 2. I also love the Viking imagery juxtaposed with the kids and their toy boat.
Thursday’s ad is for Budweiser, from either the 1950s or early sixties. Showing two couples sailing, well one of them is, while everybody’s drinking bottles of Budweiser. I always thought bottles weren’t allowed on boats; shouldn’t they be drinking from cans? But I love this copy. “An off-shore breeze, cool spray on your face, the swirl of water slushing in her wake. On sailing days like this, you’ll find Budweiser an ever welcome addition to your crew. Lift its foaming, bubbling goodness to your lips and each sip will tell you ….”
Saturday’s ad is also for Budweiser, from 1956. Showing a couple through a frosted window, it’s as though someone had used a towel to clear the middle so we could see the scene. As the man pours a beer for his lady, she’s looking so intently at the glass it’s as if her life somehow depended on a perfect pour.
Sunday’s holiday ad is for Budweiser, from 1959. Part of Bud’s “Where There’s Life … There’s Bud” series, the ad shows a woman who’s busy wrapping presents, while an unseen hand is pouring her a beer. See the delight on her face? I also love the ad copy for this one. “Just a warm wish to you and yours for a happy, perfectly wonderful Holiday Season.” Even back in the late 1950s the war against Xmas was raging. “Holiday Season?” Bah.
Friday’s ad is for Budweiser, from 1962. The ad depicts a holiday dinner party, but I especially like the goofy expression on the woman in yellow dress staring at the man pouring himself a beer, as she’s about to shove some food in her mouth. Also, I love the ad copy copy from this period, using emotional adjectives to describe flavor and tastes. In this case, Budweiser tastes “cheerful.” I wonder what that tastes like?
Monday’s ad is for Budweiser, from 1947. With the tagline “Beer Is As Old As History,” the ad shows scenes from the beginning of civilization to the the present, with select points of history in between. I actually have an original copy of the ad framed in my office. It’s a pretty grandiose ad, especially with the conceit of the Budweiser and glass as the suggested result of all that history.
Thursday’s ad is for Budweiser, also from 1948. It’s yet another of Bud’s “Great Contributions to Good Taste” series, this one suggesting that it was James VI of Scotland who made country clubs possible, because he changed the laws to allow golf (which had apparently been prohibited by earlier kings). Having been to countless wedding receptions at country clubs, I’m not entirely convinced that it was such a great contribution to good taste.