Anheuser-Busch is ditching its Super Bowl playbook geared toward millennials and targeting a broader demographic in this year’s crop of commercials airing Sunday night.
Puppies and video games are out, and Helen Mirren is in.
A-B, the St. Louis-based unit of A-B InBev, bought 3½ minutes of airtime for five commercials to air during Sunday’s NFL matchup on CBS between the Carolina Panthers and the Denver Broncos for Shock Top, Budweiser, Bud Light and Michelob Ultra. If the game goes into overtime, the brewer has a second Michelob ad ready to air.
Thirty-second spots cost about $5 million, and the stakes are high: Last year’s Super Bowl reached a record 114.