AB InBev is bringing its Stella Artois brand to the Super Bowl for the first time since its Big Game debut in 2011 with a 30-second spot called “Taps,” which stars Matt Damon.
Created by the agency Mother, “Taps” and the “Make Your Super Bowl Party Matter” campaign are the latest in the brand’s broader “Buy A Lady A Drink” effort, which launched in 2015 and highlights the brand’s ongoing partnership with Water.org. In the spot, Damon, a co-founder of Water.org, addresses viewers about something they probably take for granted, “clean water at the turn of a tap.”
Damon showcases the Stella Artois chalice, the center of the campaign since its inception, and asks viewers to purchase one chalice to provide five years of clean water for someone in the developing world.
Each year, Stella Artois offers limited-edition chalices representing countries Water.org supports. This year’s chalices feature designs by Silvana Avila from Mexico, Janine Shroff from India and Monica Ramos from the Philippines.
The brand is also extending how customers can support Water.org, providing a similar donation promise for each 12-pack purchased or pour at a bar.
“If just 1 percent of viewers watching the Super Bowl this year purchased a chalice, we could help provide access to clean water for up to 1 million people in need,” Damon said in a statement. “Now with three simple ways to donate—through the purchase of a limited-edition chalice, a 12-pack or a pint at a bar—we’re making it easier than ever for consumers to help.”
“We’re excited to bring this global issue to a stage as big as the Super Bowl this year” added Stella Artois vice president Harry Lewis. “I feel very privileged to work on a campaign that will help build a better world for millions of people.”
The “Make Your Super Bowl Matter” campaign kicks off today with a pre-Super Bowl party in New York hosted by Stella Artois and Water.org. The first 100 people in line for the event will receive their first round courtesy of Stella Artois.
Stella Artois announced a multiyear extension of its partnership with Water.org at the beginning of last year, with the goal of providing “3.5 million people with long-term, sustainable access to clean water by 2020.”
• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.