The stage is set. The teams are practicing. The sports announcers are trying to come up with their best “old guy versus young guy” lines.
It’s Tom Brady and the Bucs up against Patrick Mahomes and the Chiefs, in Tampa Bay no less.
But for those watching the game without any loyalty to either team, the Super Bowl commercials are often the star of the show.
This year, however, one of the mainstays of the Super Bowl commercial culture is stepping aside.
Budweiser will not be running a commercial during the Super Bowl for the first time in 37 years.
Instead, the Anheuser-Busch InBev beer will use the marketing dollars to support Covid-19 vaccine awareness and access.
As of Friday, roughly 39 million vaccines doses had been distributed and only 19.1 million administered, falling well short of the targets set by the federal government.
In the week leading up to Super Bowl LV, Budweiser plans to run its Super Bowl ad digitally. The spot focuses on resilient Americans during the coronavirus pandemic, including a group of health-care workers who were the first to receive the vaccine. Actress Rashida Jones, known for her roles in “The Office” and “Parks and Recreation,” will narrate the spot.
Of course, there is certainly something to be said for the decision being a marketing ploy in and of itself, and Budweiser certainly understands this.
Sometimes, anti-marketing is the most effective form of marketing.