Hasta La Creative!

Buy: The brewer’s crucial and expensive Super Bowl plans this year added up to 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,” was expanded to 60 seconds from 30.

Creative: A 30-second spot and a 60-second spot introduced a Bud Light tagline, “The Perfect Beer for Whatever Happens,” that ended the four-year-run of “Here We Go,” and featured Arnold Schwarzenegger, Don Cheadle and comedian/musician Reggie Watts giving unsuspecting regular guy Ian Rappaport an “Epic Night.” Another 30-second Bud Light spot promoted a new aluminum bottle. One 60-second Budweiser ad — released the Wednesday before the game and embedded below — brought back the Clydesdale trainer from 2013’s well-received “Brotherhood” commercial and spotlighted a bond between a Clydesdale and a puppy. The other Budweiser spot, the now-60-second long “Hero’s Welcome,” paid tribute to soldiers returning from Afghanistan. In 2013 A-B InBev ran ads for four different beers, including two new line extensions.

Agency: The pair of celebrity-filled Bud Light ads marked 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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