After 37 years, Budweiser will sit out the Super Bowl

By Tiffany Hsu | The New York Times

Budweiser, the beer giant whose commercials featuring Clydesdale horses, croaking frogs and winsome puppies made it one of the most beloved Super Bowl advertisers, is opting out of the game-time broadcast this year for the first time in 37 years to focus on raising awareness for the Covid-19 vaccine.

Budweiser, an Anheuser-Busch company, said Monday that it would donate portions of its advertising budget this year to the Ad Council, a nonprofit marketing group at the helm of a $50 million ad blitz to fight coronavirus vaccine skepticism. Instead of debuting a splashy big-game commercial, as Super Bowl advertisers often do in the weeks leading up to the Feb. 7 match, the beer company released its 90-second online vaccination ad, titled “Bigger Picture.” (Anheuser-Busch will still feature prominently during the game, with ads for several of its other beer brands.)

Other Super Bowl stalwarts, including Coca-Cola, Hyundai and Pepsi, will also be missing onscreen. As the pandemic disrupted the sports industry, many companies hesitated to pay CBS roughly $5.5 million for a 30-second slot during a game that some worried could be delayed or even canceled.

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