Bud Select Spots Debut on Olympics

CHICAGO If Anheuser-Busch didn’t get enough mileage from 10 commercials during the Super Bowl telecast, then how about 103 spots airing during NBC’s Winter Olympic Games telecasts?

The broadcasts between Feb. 10 and 26 will offer a first look at new Budweiser Select creative from independent agency Peterson Milla Hooks in Minneapolis. Two ads, “Band” and “Veranda,” showcase the signature Bud Select crown and highlight images like elegant home dining, casual sports, artwork, time with friends and preparing for a night out—all part of how the brand fits into contemporary lifestyles. The television effort will be complemented by print ads appearing in Wired, Esquire, Fast Company and Cigar Aficionado.

“We are looking for new ways to connect with our contemporary adult beer drinkers, and these ads take consumers to a new level of awareness—one they can identify with in their everyday lives,” said Marlene Coulis, vp of brand management for Anheuser-Busch.

Bud, Bud Light and Michelob Ultra Amber also will get airtime. Among the new work is a spot created by Cannonball, featuring Cedric the Entertainer tackling his fears of walking down the aisle for a free Bud Light. The St. Louis agency also will have a Michelob Ultra Amber spot featuring a coed game of pool in which one player’s teasing jibes go over the edge.

The No. 1 brewer is distributing 1 billion Olympic-themed commemorative Bud and Bud Light bottles and cans through the end of February.

A-B is the exclusive alcoholic beverage and nonalcoholic malt beverage advertiser for all Olympic telecasts in the U.S. on NBC and its cable affiliates through 2008. It has been an Olympic supporter since Bud was the official beer of the 1984 Summer Olympics in Los Angeles.