Anheuser-Busch traditionally pulls out all the tops for the Super Bowl, one of the most-watched television events of the year, especially for their core demographic. And that looks to be true for this year’s game, as well. But according to a report from Advertising Age yesterday, they’ll be trying something new this year.
The biggest overall change is that “instead of running nine ads for a total of five minutes, as it did last year, A-B will air five ads that run over three-and-a-half minutes.” The ads themselves will be similar to past efforts. But 2011 will mark the first time they’ve deviated from their core brands of Budweiser and Bud Light. One of their spots, a 60-second ad, will be for the uninspired Belgian lager Stella Artois under the banner of a new campaign, “She is a thing of beauty.”
I’m fairly certain this isn’t the ad they’ll be running, but this one was supposedly directed by Wes Anderson and Sophia Coppola.
Despite the Marin Institute’s incessant complaining about alcohol advertising during the Super Bowl — oh, the horror, why won’t anyone think of the kiddies? — of the 28 planned advertisers, only one is an alcohol producer, Anheuser-Busch InBev. So not only are they misplaced about who watches the Super Bowl, but seeing as a mere 3.5% — exactly one — of the advertisers are alcohol producers it hardly seems worth all the hue and cry they’ve raised. Of the 3-4 hours of the game, just 3-1/2 minutes are taken up by beer ads, representing less than 2% to under 1.5%, depending on how long the game ultimately runs. Even at that, it assumes anyone watching would be glued the set the entire time, a dubious proposition at best, especially applied to children. But the Marin Institute won’t be happy until they’ve “freed the bowl” from even those three and half minutes.
Personally, I’m looking forward to this year’s Super Bowl, especially if my beloved Packers manage to win on Sunday. It’s been more then a decade since I’ve actually cared about who wins the game, it would sure be nice to have someone to root for this year.