Anheuser-Busch Sends Budweiser Clydesdales Back Down Local Path to Super Bowl Audiences

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Will you keep a keen lookout for the majestic Budweiser Clydesdales during Super Bowl LIX? Not everyone watching on TV will catch a glimpse of these esteemed advertisement horses.

Anheuser-Busch InBev is planning to broadcast a fresh Budweiser advertisement showcasing horses exclusively in certain regional areas such as Phoenix AZ, Oklahoma City OK, Tulsa OK, El Paso TX, Harlingen-Weslaco-Brownsville TX, Houston TX, San Antonio TX, Waco-Temple-Bryan TX, St. Louis MO, and New Orleans LA. This tactic, which involves purchasing ad slots on local stations during the Big Game, has become popular among Super Bowl advertisers in recent times due to the escalating cost of advertising at this event and the desire for brands to target specific consumers instead of the broad audience watching the event. The commercial will also be accessible through digital platforms.

A brief, 15-second sneak peek of our local advertisement showcases two majestic Clydesdales and a glimpse of a fresh foal’s ears. As “Let Your Love Flow,” the popular 1976 song by the Bellamy Brothers fills the air, text on screen hints that this ad will be unveiled during Super Bowl LIX.

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In our upcoming local advertisement for Super Bowl LIX, we’ll give you a glimpse of two magnificent Clydesdales and a peek at a new foal’s ears. Accompanying the visuals is the catchy 1976 hit “Let Your Love Flow” by the Bellamy Brothers, hinting that the full ad is coming soon.

Anheuser-Busch InBev has pledged to purchase three minutes of national airtime during Fox’s broadcast of Super Bowl LIX (February 9) for advertisements featuring Bud Light, Michelob Ultra, and Stella Artois. Additionally, they will buy 45 seconds of commercial time on local TV stations across various markets for Budweiser and Busch Light ads.

It’s not typical for local advertisements to compete with those shown during the Super Bowl. These ads aren’t intended for the entire viewing audience and their costs are much lower compared to national ads. In August, Fox almost entirely sold its Super Bowl advertising space, taking advantage of increased demand for the event to ask over $7 million for just 30 seconds of airtime.

During Super Bowl LVIII last year, viewers on CBS got to see the Clydesdales. They were featured in an ad that used “The Weight,” a hit song by The Band from 1968. In this commercial, the Clydesdales helped their owner deliver beer to a bar amidst a snowstorm. However, in the year 2023, these horses made appearances only in a few select local markets, with the ad being targeted towards a younger demographic.

Other breweries have experimented with local marketing approaches. For instance, Boston Beer and Diageo PLC have chosen to promote their brands such as Sam Adams or Guinness during Super Bowl events on a regional level. This strategy allowed them to bypass the expensive national ad rates, which had been an issue in previous years due to Anheuser-Busch InBev’s exclusive sponsorship of malt beverages at the Super Bowl. However, Anheuser-Busch InBev gave up this exclusivity in 2022.

Over the years, the Clydesdales have become well-loved during Super Bowl broadcasts, gracing our screens for commercials tied to the NFL event on a remarkable 45 occasions. However, their appearance isn’t always a given; it hinges on whether Anheuser-Busch executives believe they can come up with a creative idea that resonates in the current context.

These majestic horses often make an appearance when the brewery aims to tug at heartstrings, evoke feelings of pride, or even bring a touch of humor into the mix. For instance, in 2002, they played a significant role in helping the nation heal following the terrorist attacks on the World Trade Center. In 2014 and 2015, a Labrador retriever puppy joined them to emphasize the theme of friendship.

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2025-01-17 16:16