Budweiser announced today that it is launching its Super Bowl LV campaign, but that campaign won’t be seen during the football game. The company says that for the first time in 37 years, it won’t run its in-game Super Bowl airtime and instead will reallocate the media investment to help support recovery in the on-premise through COVID-19 vaccine awareness and education throughout the year. Budweiser says it will be running its ad digitally in the week leading up to and during the game.
The digital ad entitled “Bigger Picture,” aims to celebrate the individual acts of resilience that sparked hope during the last year and spotlights a group of first responders who were among the first people to receive a COVID-19 vaccine. “Bigger Picture” is narrated by actress, advocate and director Rashida Jones.