Big Beer ads get a lot of attention around the Super Bowl…especially Anheuser-Busch Super Bowl commercials. And this week the world’s biggest brewer debuted an interesting one.
The ad, which was directed by Kathryn Bigelow, an Oscar-winning director responsible for films like Zero Dark Thirty and Point Blank, juxtaposes negative stereotypes of “typical Americans” with images of people doing good things.
Budweiser’s 60 second commercial recruited people from all walks of life people …Americans whose everyday acts of kindness and personal achievements are in stark contrast to common labels and stereotypes.
Budweiser’s “Typical Americans” Super Bowl spot smartly minimizes beer content in favor of people doing special thing including…
- Hannah Gavios from Queens, New York, debunks the label often placed on Americans of “always so competitive” as she heroically completes her second marathon three years after a spinal cord injury left her paralyzed.
- Mason Miller from Peoria, Arizona proves that “showing up uninvited” isn’t always a bad thing – especially if you’re a soldier surprising your family after a tour of duty.
- A Good Samaritan makes a case for “touching other people’s things” as he helps push a car to safety during a blizzard.
- Ken Nwadike Jr., from San Diego, California, “thinking he can save the world” offers “free hugs” to a police officer to defuse a tense protest proving there is more that unites us than divides us.
“The spot comes amid a particularly polarizing time, with an election looming and Democrats pushing for the impeachment of President Donald Trump,” reports AdAge, who suggests that “Bud seems intent on avoiding anything that will drag it into a political skirmish.The closest the ad gets to celebrities are scenes showing the U.S. women’s soccer team and Washington Nationals celebrating championships with the brew.”
This Super Bowl will be the first time many see Budweiser’s refreshed new look, which was inspired by the packaging of the 1970s and designed to emphasize Budweiser’s rich American history.
The spot, which was created by DAVID Miami, and avoids Bud’s trademark Clydesdales horses in favor of “Typical Americans” being kind, will debut in the fourth quarter of Super Bowl LIV.