Budweiser Teases Super Bowl Ad With Emotional Reactions From Its Own Stars

Spot features the Free Hugs Guy, an Army veteran and two World Cup champs

a group of people
Ken E. Nwadike Jr., a documentary filmmaker, motivational speaker, and peace activist from San Diego, watches Budweiser's Super Bowl 2020 spot surrounded by family and friends. Budweiser
Headshot of MĂłnica Marie Zorrilla

Anheuser-Busch gave fans a behind-the-scenes look on Twitter today at the individuals who inspired, and will star in, Budweiser’s 60-second Super Bowl 2020 spot.

The teaser video—which, at 47 seconds, is almost as long as the ad itself—showcases the emotional reactions of those who were chosen by Budweiser as embodying the American spirit and our nation’s values.

The familiar faces featured in the teaser include Ali Krieger and Ashlyn Harris, recent FIFA World Cup champions and newlyweds; Ken E. Nwadike Jr., a peace activist known as the Free Hugs Guy; U.S. Army Sgt. Mason Miller and his dad, Bernie, a doctor from Tempe, Ariz.; and Hannah Gavios, the marathon runner who was partially paralyzed after falling off a cliff to flee a sexual assailant.

Though the teaser, which was created by Anheuser-Busch’s in-house agency draftLine, does not show what the stars were watching on the screen, it does show how affecting they found the David Miami-directed spot.

Last year, AB InBev also went with David Miami for a Budweiser Super Bowl commercial, employing the famous Clydesdales and a Dalmatian catching a breeze to illustrate how the beer is brewed with wind power and is making significant strides toward sustainability.

This Budweiser advert will be one of four AB InBev brands with a Big Game spotlight (the others are Michelob Ultra, Michelob Ultra Gold, and one ad for both Bud Light and Bud Light Seltzer). Each spot will run for 60 seconds; as of now, it remains unclear which quarters each ad will air in.

Bud Light will also host an hour-long special on Fox on Feb. 1 featuring live performances from the second annual Bud Light Super Bowl Music Fest in Miami’s American Airlines Arena. The three-day music festival’s lineup includes DJ Khaled, Meek Mill, DaBaby, Megan Thee Stallion, Guns N’ Roses, Snoop Dogg, Maroon 5 and Dan + Shay.

The full Budweiser ad for Super Bowl 2020 will be released Jan. 23. Fans who like this promotional tweet will apparently be able to see the commercial first.

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@monicroqueta monica.zorrilla@adweek.com MĂłnica is a breaking news reporter at Adweek.