Anheuser-Busch InBev has revealed its first plans for Super Bowl XLVII, reserving one 30-second slot to introduce Budweiser Black Crown, a crowdsourced golden amber lager that hits store shelves Jan. 21, two weeks before the Feb. 3 game.
The spot was shot in Los Angeles last month by Samuel Bayer of Serial Pictures, who also directed Chrysler's Emmy-winning "Born of Fire" ad for the 2011 Super Bowl.
The marketer did not reveal any plot details for the spot, or say which agency produced it. Anomaly is Budweiser's lead creative agency in the U.S.
The national ad campaign will also include outdoor, digital, radio and print, along with "interactive consumer programs" on Facebook and Twitter. It will also use the Twitter hashtag #tasteis.
A-B InBev has not revealed its other Super Bowl plans. The brewer typically reserves several minutes of airtime to pushing multiple brands. In 2012, it used agencies Anomaly, mcgarrybowen and Cannonball to promote Bud, Bud Light and Bud Light Platinum.
Budweiser Black Crown is the culmination of the yearlong "Project 12" initiative, in which the brewer challenged its 12 brewmasters to envision "their own unique version of one of the world's most iconic beers." Six of the 12 recipes were brewed for national sampling. And after 25,000 tastings nationwide, Los Angeles brewmaster Bryan Sullivan's recipe was chosen as the winner.
"People respond really well to Budweiser Black Crown, which has a little more body and color and a touch more hop character than our flagship Budweiser lager," Sullivan said in a statement. "Budweiser Black Crown is a great beer, and it is a thrill for our whole brewing team to see it launch with a Super Bowl spot."
"This is the beer that consistently drew the best feedback, and overwhelmingly so," said Rob McCarthy, vice president of Budweiser. "We've set our sales-to-retailers date for Jan. 21, so we're fully ready for sales on Super Bowl Sunday."