A-B Weighing Super Bowl Advertising Lineup

5 Shops Submitting Work; New Budweiser Tag May Be Included
CHICAGO–Anheuser-Busch will screen offerings from at least five agencies as it looks to finalize its TV lineup for the Super Bowl on Jan. 31.
As in past years, executives at the brewer are expected to wait until just a week or so before the game to select the spots that will fill the five minutes it has purchased. Industry sources said the company is paying more than the going rate of $1.6 million per 30 seconds to gain category exclusivity during the game.
It could not be determined if Budweiser spots will use a new tagline, “Because it’s Budweiser,” developed by DDB Needham Chicago. The tag has been used in some TV spots in what sources said was a test, and could replace the long-running “This Bud’s for you.” The tag has not been an essential element of Bud advertising in recent years.
A-B officials did not return phone calls seeking comment.
Needham has sent the brewer new spots for Budweiser and Bud Light, and Goodby, Silverstein & Partners in San Francisco has created new Bud spots featuring Louie the Lizard. Goodby’s work may include a commercial in which for the first time the Bud frogs talk, sources said.
A Bud Light spot from Fusion Idealab, Chicago, is also being considered. Fusion, led by former Needham creatives David Merhar and Mike Oberman, last year produced the “Bubble Boys” spots for Bud Light in which the plastic figures in a hockey game come to life. Those ads aired during National Hockey League telecasts.
For the second time, A-B is considering running a Michelob brand spot during the game, having received new work from The Leap Partnership in Chicago. Leap’s “Beer or Michelob?” campaign was considered for use during last year’s game, but was held for a later break.
The other agency in the mix is Open Minds in Laguna Niguel, Calif., which has added one Budweiser spot to the mix, according to sources.
–with Angela Dawson and Eleftheria Parpi