Budweiser

Bigger Picture

Budweiser has become synonymous with the Super Bowl.

However, in 2021 we did something unprecedented. After 37 straight years of appearing during the game, we sat out.

With a media cost of 5.6 million dollars for a 30 second ad spot, we decided that we could make better use of that money this year. We announced that we’ll reallocate this spending to raise awareness for the COVID-19 vaccines, in collaboration with the Ad Council and COVID Collaborative.

With this move, we generated more conversation than we could’ve had by being in the Super Bowl itself. With over 10 billion impressions, we beat all the numbers from our previous years in the Super Bowl, without a single second of airtime.

We did an ad by not doing an ad. But most importantly: we took action in helping America to get vaccinated, so we can, hopefully, share a Bud safely again soon.

AGENCY

DAVID Miami

AWARDS

Andy Awards / Gold / Idea

Andy Awards / Gold / Bravery

Clio Awards / Bronze / Branded Entertainment & Content

Clio Awards / Shortlist / Partnerships & Collaborations

Clio Awards / Shortlist / Public Relations / Cause Related

Clio Awards / Shortlist / Public Relations / Public Affairs

D&AD Awards / Wood Pencil / PR / Reactive Response

D&AD Awards / Wood Pencil / PR / Public Affairs

The One Show / Gold / Public Relations: Current Event Response

The One Show / Silver / Public Relations: Innovation & Transformation / Innovation in Lockdown

The One Show / Bronze / Health, Wellness & Pharma: Public Relations