Why Budweiser Saved a Super Bowl Spot Starring Charlize Theron for the Oscars

Brand retooled its strategy as part of ongoing premiumization push

Earlier this month, Budweiser was planning to air a 30-second spot starring Charlize Theron and touting its Reserve Copper Lager during the Super Bowl. Instead, the Anheuser-Busch brand held off, saving the ad for the Academy Awards as part of a strategy to let its other Super Bowl spot shine. Now the brand will air a 60-second version of the ad during Sunday’s Oscars ceremony.