After missing the 2021 Super Bowl, Budweiser returns in style to this year’s edition, which will be played this Sunday between the Cincinnati Bengals and the Los Angeles Rams.
A spectacle of astronomical numbers, the American football final has the most expensive commercial break in the world and it is estimated that a 30-second commercial could cost around US$ 6 million this year.
Since 1983, Bud, which is part of Ambev’s portfolio, has always been present at the Super Bowl, but last year it preferred to better allocate advertising money, reallocating investment to help “awareness and education about Covid-19 vaccines” 19, through various marketing efforts,” he announced.
This year, the return is in style with the play “A Clydesdale’s Journey”, directed by none other than Chloé Zhao, the Oscar-winning director of “Nomadland” (2020) and “Eternals”, this year’s Marvel production.
In the commercial, a Clydesdale horse runs in an open field, watched by his faithful friend, a golden retriever dog – both animals have already appeared in previous advertisements for the beer. However, the rider hurts a leg when jumping over a fence, much to the despair of its owners. Showing its resilience, the horse recovers, much to the delight of humans and dogs.
“Telling a story of perseverance, hope and friendship through the lens of the beloved Clydesdales really resonated with me,” commented Zhao. “As a beer in America, we wanted to return to the Super Bowl with a message of strength and resilience,” said Budweiser vice president of marketing Daniel Blake.
The one-minute commercial is available on YouTube on the Budweiser page. During the event, a 30-second version will be broadcast. The Super Bowl takes place this Sunday, 13, in Los Angeles, with ESPN 2 and Star+ streaming.
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