Saturday’s ad is for Budweiser, from sometime in the 1970s, based on the collars and fashion. The ad is trying to get people to pick-a-pair, that is buy a six-pack, and in fact the ads wants people to do that “Twice!,” that is buy two six-packs. I grew up in a case state with weird, antiquated laws (Pennsylvania) so were twelve-packs not available yet in the 1970s? When did the twelve-pack debut? Anybody know? Because otherwise why not just advertise twelve-packs?
Friday’s ad is for Rheingold Beer, from 1960. Featuring jazz legend Louis Armstrong, the ad quotes “Satchmo” as saying “Sound That Trumpet, Man — New York’s favorite beer is here” and “My beer is Rheingold….” Also, curiously, check out the inset imaged in the bottom right corner showing the flagship Rheingold Extra Dry beer and also Rheingold Scotch Ale. Interesting to see such a relatively obscure style being advertised in 1960.
Thursday’s ad is another one for Budweiser, this time from 1934, just a year after prohibition. Showing an older gentlemen with his violin, the real harmony of the ad, they say, is a bite to eat and a beer. And this is great ad copy. “There are many times when just a simple sandwich and a bottle of Budweiser strike the right note.” But post-depression, he looks more like a man playing for his meal. I wouldn’t be surprised if that open case was in front of him on the ground. To me, it looks like his suit is too big, maybe from losing weight from not having enough to eat? And he’s reaching out his hand longingly for that beer, but it’s really too far away, isn’t it? Kind of sad ad, in the end.
Wednesday’s ad is for Budweiser, from the 1960s. Part of the “where there’s life” series of ads, this one focuses on the big cans, half quarts or as they jokingly say, “king size.” And each king size can apparently fill two glasses. It’s certainly captured the guy’s attention as he smirks and gives an intent sideways glance at the beer being poured, as he continues to eat from the bowl of popcorn in front of him. Maybe it’s just me, but who sits at a table and eats popcorn? Isn’t popcorn a watch something sort of food?
Tuesday’s ad is for Budweiser, from 1949. In the windy bleachers, watching a baseball game does look like an appetizing way to spend a day, especially if you have a hot dog and a beer. It’s too bad this idyllic picture of American life doesn’t really exist anymore, if indeed it ever did, because the beer and dog will run you some serious coin these days. Did they ever actually carry bottles around the stadium? I do miss the white paper hats worn by the vendors, though. There’s even one subversive rebel in this illustration. Do you see him? That fella in the middle, he’s not wearing a hat. He’s really living life, “every golden minute of it,” as the ad suggests, before ending with this ad copy. “Enjoy Budweiser, every golden drop of it.”
Monday’s ad is for Falstaff, from what looks to be the 1950s or early 1960s, when bowling still was king. Two couples locked in a bowling struggle, intently watching … what, she still has the ball in her hand and yet they’re all looking down the lane. I especially love how the next round, all four bottles on that tray, are perfectly displayed with their labels facing out. That is impressive.
Super Sunday’s ad is for Miller Lite, from 1981. Featuring a number of former football players, including Fred “The Hammer” Williamson and Billy Kilmer, at a bar claiming that “In Football, We Went Head To Head. But When It Comes To Lite Beer, We See Eye To Eye.” I’m not sure that will happen anytime soon for either the Seattle Seahawks or the New England Patriots, especially after the brawl that erupted in the very last seconds of this year’s Super Bowl earlier tonight.
Saturday’s ad is yet another one for Budweiser, from 1956. “That Woman Is Real Competition.” DOn’t worry, she’s not being catty, the woman whispering in the ear of her friends qualifies her statement. “As a hostess, I mean.” Not only does she have “more original ideas for table setting than you can shake a stick at,” but she also serves Budweiser, only Budweiser. I’m curious, how many “original” ideas can there possibly be? But only one beer? C’mon lady, change it up a little on the beer, why don’t you?
Friday’s ad is another one for Budweiser, from 1941. So if you thought Budweiser advertising with a puppy was a recent phenomenon, your were wrong, as demonstrated by this World War 2-era ad. And not just one, but five adorable puppies. The ads end with this gem. “And there’s always Budweiser — the Friendly Host to a of friends.”
The Wall Street Journal, in their Life & Culture section, took a look at the commercials during the big game next week in Super Bowl Ads Turn Serious.
The 100 million-plus viewers expected Sunday will see a host of emotion-rich commercials that tug on the heartstrings or take on problems. Coca-Cola ’s spot will shed light on the rash of Internet bullying while the National Football League will air a public-service announcement aimed at ending domestic violence. Procter & Gamble will re-air an ad for its feminine-care brand Always that tries to fight gender stereotypes and remove the stigma associated with the phrase “like a girl.”
The article also talks about what’s at stake, with a chance to reach the largest audience for a TV event, which last year was viewed by 111.5 million, compared to number 2, which is the Academy Awards broadcast, which in 2014 had 43 million viewers. As a result, “[t]he Super Bowl also commands the highest ad rates. This year, 30 seconds of time costs roughly $4.5 million.”
The article then goes in to give a short synopsis of each major company’s plans. ABI is, of course, the only beer company advertising again this year, and here’s their plans:
Budweiser
Last year’s Super Bowl stars—the Clydesdale horses and an irresistible puppy—are looking to repeat. This year, the Clydesdales come to the rescue of the puppy. Stepping in at the last minute, they save him from a hungry wolf and bring him home safely. The twist: The spot adds extra emotion by using a reworked version of “I’m Gonna Be (500 Miles)” by the Proclaimers performed by Sleeping At Last. Is it enough to outdo last year’s spot that had “Let Her Go” by Passenger as its soundtrack?
Perhaps more interesting, the article also includes an interactive Super Bowl Ad-Spending Tracker, which breaks down the history of Super Bowl commercials by industry and even by company over the past fifteen years. For example, here’s the spending trends from the beverage industry, which included non-alcoholic as well as alcohol.
Then here’s Anheuser-Busch from 2000 through 2008, the year they were acquired by InBev and became Anheuser-Busch InBev.
Then ABI spent at least as much, and usually more, in the subsequent years.
Then just for fun here’s the lone ad from the Beer Institute in 2006, which if I’m not mistaken was for Anheuser-Busch’s failed attempt at rallying the industry behind its “Here’s to Beer” educational website.
Here’s the Beer Institute ad that ran during the Super Bowl in 2006.