For the first time in 37 years, Budweiser won’t advert on Super Bowl and will allocate the budget to raising awareness about the Covid19 vaccine.
Although 2021 is expected to be the year of recovery from the pandemic, it is true that these first steps are very similar to last year. Covid19 continues to rage and, although the vaccine has just arrived, we must still be careful not to get infected.
And one of the first events of the year is usually the Super Bowl. One of the most watched shows worldwide and that moves millions of dollars around it. Most of the advertisers, who flood the “breaks” of the match with their best advertising campaigns. Well, one of its biggest advertisers, Budweiser, has decided not to advertise in the Super Bowl and allocate the budget to raise awareness about the Covid19 vaccine.
Bigger Picture, the awareness campaign
For the first time in 37 years, Budweiser will not advertise in the Super Bowl. It renounces its traditional advertising space in the final to reallocate media investment and allocate it to recovery, awareness and education about the coronavirus vaccine throughout the year. Also, part of the advertising broadcast planned by the brand will be delivered to the Covid Collaborative’s Vaccine Education Initiative. Together, they will educate the American public about the safety and effectiveness of the vaccine.
Budweiser has announced the decision with a campaign titled “Bigger Picture” created by agency DAVID Miami. Under the song “Lean On Me” and the narration by actress Rashida Jones they present us with an emotional piece to value the resilience of American society and encourage them for the near future.
The decision that Budweiser will not be announced at the Super Bowl is understood under the current that has led brands to have a much more marked corporate social responsibility than in other years.