Super Bowl Ad Chart: Who’s Buying What in Super Bowl 2014


Buy: The brewer’s crucial and expensive Super Bowl plans this year comprise three ads for Bud Light; two for Budweiser. The five ads were originally slated to run three and a half minutes, one minute less than the brewer bought in the past two Super Bowls, but one Bud ad, “Hero’s Welcome,” has been expanded to 60 seconds from 30.

Creative: A 30-second spot and a 60-second spot will introduce a Bud Light tagline, “The Perfect Beer for Whatever Happens,” that ends the four-year-run of “Here We Go,” and include Arnold Schwarzenegger, Don Cheadle and comedian/musician Reggie Watts. Another 30-second Bud Light spot in the game’s first ad slot will promote a new aluminum bottle. One 60-second Budweiser ad — released the Wednesday before the game and embedded below — brings back the Clydesdale trainer from last year’s well-received “Brotherhood” commercial and now spotlights a bond between a Clydesdale and a puppy. The other Budweiser spot, the now-60-second long “Hero’s Welcome,” will pay tribute to soldiers returning from Afghanistan. Last year A-B InBev ran ads for four different beers, including two new line extensions.

Agency: The pair of celebrity-filled Bud Light ads mark the debut of BBDO on the account. Cannonball, St. Louis, handled the aluminum bottle spot. Budweiser’s ads are from Anomaly.

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