With less than three weeks before Super Bowl LIX, brands are hustling to shore up their marketing efforts to get the most bang for their big game buck.
Last week Anheuser-Busch announced several of its brands will air spots during the game, including Michelob Ultra, Busch Light, Budweiser, Bud Light and Stella Artois. AB spots comprise a total of three minutes of national airtime (plus 45 seconds of regional), at a price of $7 million for 30 seconds.
Budweiser also teased its upcoming big game spot with a short 15-second film, seen here and running on YouTube, Facebook and Instagram, which unveils its new, decidedly younger (and more adorable) star. The spot opens with the classic Clydesdale hitch ready to make a beer delivery. As the camera pans across the humongous, majestic Clydesdales, it stops on something much smaller: a pair of smaller, fluffy ears belonging to a Clydesdale foal. As the foal’s ears flick toward the screen, the super reads: “Coming Super Bowl LIX.”
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The brand confirmed the yet-to-be released spot, created by FCB New York, was directed by Academy Award-nominated American filmmaker Henry Alex Rubin (who also directed the brand’s 2024 and 2018 big game spots).
Marketing Daily asked Kristina Punwani, head of marketing at Budweiser USA, about the upcoming spot.
Marketing Daily: Why the Clydesdales again this year?
Punwani: The Clydesdales are a staple of Anheuser-Busch’s long-standing heritage and a symbol of American tradition, so no Super Bowl is complete without them.
Marketing Daily: Was there any consumer push for Clydesdales? More or less so than other years?
Punwani: The Clydesdales have become synonymous with the Big Game and have appeared in more than 47 Super Bowl commercials. Every year, fans ask if they are coming back to the Super Bowl, and we are thrilled to deliver on that this year. The Clydesdales are our own celebrities.
Marketing Daily: What was the inspiration behind using a foal?
Punwani: For decades, Budweiser has been using its iconic tagline “This Bud’s For You” to acknowledge the grit, resilience and dedication that make up the American spirit. This year, we wanted to bring the tagline to life in a unique way, using the foal as our star. You will see lighthearted moments and themes as a fresh way to complement the emotional storytelling Budweiser is known for.
Marketing Daily: What is the brand trying to convey to viewers of the spot during the Super Bowl?
Punwani: This year, Budweiser’s Super Bowl Spot is a nod to the grit, resilience and dedication that make up the American spirit. Through the journey of this determined Clydesdale foal, the spot brings to life Budweiser’s legacy and steadfast commitment to always deliver for consumers, no matter the challenges along the way. Our hope is that anyone who watches this spot can find the themes and narrative relatable to their own lives in some way.