During a big game unlike any other, consumers weren’t quite sure what to expect from this year’s Super Bowl commercials. Many high profile advertisers punted this year, opting to not spend the money on an expensive ad buy considering… everything else going on.

Budweiser made news when it announced that – for the first time in 37 years – it decided not to run a Super Bowl commercial, instead using the money to generate awareness of the COVID-19 vaccines through a partnership with the Ad Council.

Yet while Budweiser may have stayed on the bench, parent company Anheuser-Busch (NYSE: BUD) had an active presence on gameday. A-B ran its first ever corporate ad and rookies Bud Light Seltzer Lemonade and Michelob Ultra Hard Seltzer made their Super Bowl commercial debut.

Let’s take a closer look at the three ads A-B ran this year. One thing they all have in common? The beverage company is looking “Beyond Beer” and investing heavily in hard seltzer.

#3 Bud Light Seltzer Lemonade, “Last Year’s Lemons”

Bud Light Seltzer released its new lemonade variety pack in mid-January, so it makes sense that the company wanted to feature the new beverage prominently. During the game there was even a lone fan visible in the stands, wearing a Bud Light Seltzer Lemonade mask and holding a homemade sign promoting the new seltzer expansion.

The spot pokes fun at how 2020 was “a lemon of a year,” leaving Bud Light Seltzer with no other choice but to make a spiked and sparkling lemonade. Onlookers stand helplessly by while a plague of literal lemons rains down on events ranging from a wedding to a morning bike ride.

“We wanted to give consumers something to start the New Year off right by bringing them the bold flavor of our new Bud Light Seltzer Lemonade,” said Andy Goeler, vice president of marketing for Bud Light. “The Super Bowl always brings together avid and casual sports fans alike, and our hope is that our new commercial brings them a little bit of levity and fun while watching the game.”

#2 Michelob ULTRA Organic Seltzer, “All-Star Cast”

All-Star Cast

Another newcomer for 2021, the Mich ULTRA ad played with the idea that things are not always as real as they seem, but the certified organic hard seltzer is in fact as real as it tastes. Celebrities including Don Cheadle, Megan Fox, and Serena Williams – or their look-alikes – all appear in promotion of this new hard seltzer, which boasts no sugar or carbs. While it may be pretty hard to distinguish Don Cheadle from his younger brother Colin, it is easy to taste the difference made by real, organic ingredients.

“There is nothing like Michelob ULTRA Organic Seltzer in the market today.  With the perfect combination of zero carbs, zero sugar, no artificial aftertaste and USDA organic certification, this product is the next generation of hard seltzers,” said Ricardo Marques, Vice President, Michelob ULTRA. “In a world where most things seem real, sometimes they’re not: that’s the central theme of our Super Bowl LV campaign, which will certainly entertain as well as educate.”

#1 Anheuser-Busch, “Let’s Grab a Beer”

Let’s Grab a Beer

While I typically prefer funny to sentimental – especially where Super Bowl ads are concerned – this A-B commercial is an exception. In a poignant set of vignettes, A-B reminds us that “it’s never just about the beer – it’s about being together.” During a time when it’s harder than ever to just go grab a beer with friends due to local COVID-19 safety restrictions, the ad reminded us of all the moments we have to look forward to.

While we all face challenging moments, they can be made better by commiserating with a good friend over a cold drink. A-B scored an absolute touchdown with its first corporate Super Bowl ad.

Erin Grafton
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