Anheuser-Busch will screen offerings from at least five agencies that have submitted spots for consideration in the brewery's Super Bowl TV lineup on Jan. 31.
The company has paid in excess of $1.6 million per 30 seconds to gain category exclusivity during the game, sources said. A-B has bought five minutes in total.
It could not be determined if Budweiser will use a new tagline developed by DDB Needham, Chicago, "Because it's Budweiser." The tag has been used in some TV spots on what sources called a test, and could replace "This Bud's for you." A-B officials did not return calls.
DDB has created new spots for Budweiser and Bud Light, and Goodby, Silverstein & Partners in San Francisco has new Bud spots with Louie the Lizard. Goodby's work is said to include a spot in which, for the first time, the Bud frogs say more than "Bud-weis-er," sources said.
A Bud Light ad from Fusion Idealab in Chicago also is being considered. Fusion, headed by former DDB creatives David Merhar and Mike Oberman, produced last year's Bud Light spots--which featured talking tabletop hockey players--for National Hockey League telecasts.
A-B is also considering a new Michelob spot in the "Beer, or Michelob?" campaign from The Leap Partnership in Chicago.
The other shop in the mix is Open Minds in Laguna Niguel, Calif., which has one Bud ad up for consideration, sources said. --with Angela Dawson and Elephtheria Parpis