Budweiser is also offering a chance to win additional at-home viewing prizes from January 25 until the Super Bowl on February 7 by going to. I’m happy toīe a part of Budweiser’s celebration of our resilience and hope during these challenging times.”īudweiser is allocating its media investment to help support critical Covid-19 vaccine awareness and access through various marketing efforts later throughout the year. “Budweiser shares my commitment to advocating for COVID-19 prevention and vaccine awareness and education. “I’m proud to lend my voice to the “Bigger Picture” film,” said Jones. She also directed Quincy, a documentary on her father, Quincy Jones, that won the Grammy Award for best music film in 2019. She’s also been in such films as I Love You, Man and The Social Network, and cowrote the story of Toy Story 4. Jones has a long resume in film and television, including appearances on TV’s The Office and Parks and Recreation. 'Sell/Buy/Date': Laverne Cox Exits Sarah Jones' Sex Worker Doc Following 'Outrage' 'On The Rocks': Read The Screenplay For Sofia Coppola's Father-Daughter Dramedy Super Bowl: Eric Church, Jazmine Sullivan To Sing National Anthem H.E.R. The clip marks the first time in 37 years Budweiser, a major in-game sponsor known for such iconic ads as a puppy returning home and the use of Stevie Nicks’s song Landslide as a horse comes back to its former owner, will not air an ad during the game. The unity of purpose and human resilience created by the pandemic’s requirements will be on display during the Super Bowl in Bigger Picture, a film segment produced by Budweiser in place of its usual in-game ads and narrated by Rashida Jones. To watch all of the Super Bowl ads from last night’s game, check out this Vulture article. While Super Bowl LIV was one of the last normal public events before quarantine, Super Bowl LV set the stage for what trends communications professionals can expect to see throughout 2021. Communications and marketing strategies in 2021 will generally feature footage, graphics and messaging focused on pandemic life, with an emphasis on remote learning, virtual work, wearing masks and hope. ), companies like UberEats, Miracle-Gro, and Tide also aired popular ads. With more people staying home, ordering delivery, and following new at-home trends like gardening and deep cleaning (thanks to Instagram influencers Go Clean Co. Many will notice that much of the ad space was purchased by companies who have seen growth during the pandemic. Companies large and small have learned the consequences of supporting certain politicians or causes, whether that be boycotts of their products or support. In their first ever Super Bowl commercial, Chipotle focused on highlighting the sustainable impact they’re making in their “ Can a Burrito Change the World ” ad. In a world where consumers care more and more about what companies stand for and which organizations their dollars are supporting, advertisers like Chipotle chose to focus their Super Bowl spot on sharing their core values. Companies and organizations will likely redirect their CSR efforts to focus on COVID-19 relief, while communicating these philanthropic actions to their key audiences. This is a trend we anticipate will continue throughout 2021. They join advertisers Audi and Coca-Cola on not airing an ad during this year’s game. While the iconic Clydesdales were surely missed, Budweiser did release an ad “ Bigger Picture ,” narrated by Rashida Jones, that shared stories of how people “turned isolation into connection and strength into hope,” which aired two weeks ago during the Kansas City Chiefs and Tampa Bay Buccaneers playoff game. Just as the Pantone color can predict fashion trends of the next year, Super Bowl ads can often forecast what advertising and communications will look like for the remainder of the year.īudweiser chose not to air an ad during the Super Bowl for the first time in 37 years, instead choosing to channel money into boosting vaccine awareness. Bigger Picture Case Study Sarah Dembkowski SOCIAL The announcement was made using a film launched exclusively on social media. While we traditionally see advertisers spending millions for the coveted airtime with the funny or heartwarming ads people have come to know and love, the impact of COVID-19 was clearly visible in ads seen last night. So, for the first time in 37 years, Budweiser sat out their in-game Super Bowl spot and instead relocated the media dollars to COVID-19 education and awareness. These drastic changes were also seen in the advertisements aired during last night’s Super Bowl. This past year has brought many changes – from remote work, restricted travel to wearing masks, and not being able to attend sporting events and concerts. What the 2021 Super Bowl Ads Mean for Communications

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