IT IS ONE OF SEVERAL, HUGE
BRANDS TAKING THEIR ADS OUT OF
THE BIG GAME.
THIS SUPER BOWL, EVEN THE
COMMERCIALS ARE TAKING A HIT
FROM COVID-19.
>> BUD.
>> WISE.
>>ER.
>> Reporter: SOME OF THE MOST
ICONIC BRANDS, FAMOUS FOR VIRAL
MOMENTS.
>> WHAT’S UP?
>> Reporter: ARE BENCHING
TRADITIONAL ADS, WHAT IS USUALLY
THE MOST WATCHED TV EVENT OF THE
YEAR.
NO COKE.
NO AVOCADOS.
NO BUDWEISER.
WHY DID YOU GUYS DECIDE TO PULL
THE AD?
>> WE REALLY LOOKED AT THE SUPER
BOWL AS AN OPPORTUNITY TO SEE
HOW WE CAN MAKE A BIGGER IMPACT
USING OUR ADVERTISING DOLLARS.
WE ACKNOWLEDGE HOW IMPORTANT
SUPER BOWL IS, BUT WE KNEW THERE
WAS A BIGGER CALLING TO HELP
RAISE AWARENESS FOR VACCINES.
>> BRADY GOES.
>> Reporter: WITH EACH 30-SECOND
SPOT COSTING AN ESTIMATED $5.5
MILLION, BUDWEISER PLANS TO
SPEND NEARLY THAT MUCH ON
CAMPAIGN
CAMPAIGNS, EDUCATING PEOPLE
ABOUT THE VACCINE INSTEAD.
INCLUDING THIS DIGITAL AD THAT
FEELS MORE LIKE A PUBLIC SERVICE
ANNOUNCEMENT.
>> LET’S TURN OUR STRENGTH INTO
HOPE.
>> Reporter: THIS YEAR, OTHER
SUPER BOWL STARS LIKE HYUNDAI
AND PEPSI ARE ALSO SIDELINING
THEIR PRICEY COMMERCIALS, AND
MOVING THE BALL IN A DIFFERENT
DIRECTION AFTER 2020 HIT SOME
BOTTOM LINES HARD.
>> YOU GOT THESE COMPANIES THAT,
FOR MONTHS AND MONTHS NOW, HAVE
BEEN GAPPING WITH DEEP,
FINANCIAL PAIN, NOW THINKING, DO
I REALLY WANT TO SPEND SOMETHING
LIKE $5.5 MILLION FOR 30 SECONDS
DURING THIS GAME?
>> Reporter: IT’S NOT THE FIRST
TIME COMPANIES ARE TRYING TO
MEET THE MOMENT.
20 YEARS AGO, AFTER 9/11,
BUDWEISER SHOWED THEIR
CLYDESDALE HORSES KNEELING
BEFORE GROUND ZERO.
THIS YEAR, TONE IS EVERYTHING,
TOO.
>> I THINK THE SUPER BOWL IS
ALWAYS A REFLECTION OF THE
CULTURAL MOMENT THAT WE’RE IN.
>> Reporter: LOOK FOR
COMMERCIALS THAT ADDRESS SOCIAL
JUSTICE, THE STRENGTHENING
ECONOMY, AND GETTING THROUGH
THIS PANDEMIC TOGETHER.
>> THIS IS WHERE IT’S TRICKY FOR
BRANDS.
BECAUSE THEY CAN GET ACCUSED OF
PURPOSE WATCHING.
IF THEY JUST TRY TO BANDWAGON
AND SAY THAT, YOU KNOW, WE’RE
HERE FOR UNITY, OR WE’RE
SUPPORTING BLACK LIVES MATTER,
BUT THEY’RE NOT BACKING IT UP
WITH ACTUAL ACTIONS, THEN
THEY’RE GOING TO BE CALLED OUT
ON THAT.
>> Reporter: RUSHING IN TO
REPLACE SOME OF THESE MORE
TRADITIONAL BRANDS ARE COMPANIES
THAT HAVE THRIVED DURING THE
PANDEMIC.
>> GOING TO BUY THE CAR?
>> PLEASE, SO I CAN GO HOME AND
DISCUSS THINGS WITH MY WIFE.
>> Reporter: AMONG THEM,
DOORDASH AND SCOTT’S
MIRACLE-GRO.
ALTHOUGH MAINSTAYS LIKE PEPSI
ARE PUNTING ON THEIR END-GAME
COMMERCIALS THIS YEAR, THE BRAND
WILL SHOW UP IN OTHER WAYS.
DOUBLING DOWN ON ITS HALFTIME
SHOW SPONSORSHIP, AFTER
RELEASING AN AD EARLY DURING THE
PLAYOFFS.
AND BUDWEISER WILL BE BLITZING
YOU, TOO, BUT ON SOCIAL MEDIA
INSTEAD.
>> WE ARE STILL GOING TO BE
PRESENT ON GAME DAY.
I CAN’T SAY HOW.
WE’RE DEFINITELY GOING TO MAKE
SURE COLITISLYDESDALES ARE STILL
THE CENTER OF THE TRADITION OF
SUPER BOWL.
WE’RE STILL GOING TO BE THERE.
>> Reporter: NOW, EVEN THOUGH
BUDWEISER IS SITTING OUT THEIR
REGULAR COMMERCIAL, YOU WILL SEE
AN AD FOR BUDLIGHT OUT THERE, AS
WELL.
ONE MORE REALLY INTERESTING
THING, GUYS, ACCORDING TO AD
WEEK, THERE ARE STILL OPEN SLOTS
UP FOR GRABS FOR A HEFTY $5.5
MILLION, IF YOU’RE IN THE MARKET
FOR A 30-SECOND COMMERCIAL.
COMPARE THAT TO LAST YEAR, WHEN
THE TV NETWORK SAID THEY WERE
SOLD OUT BY THANKSGIVING.
THERE’S SOME NEW QUESTIONS ABOUT
WHETHER CBS WILL BE DISCOUNTING
THE SPOTS AS WE GET CLOSER TO
GAME DAY.
THERE IS SO MUCH ON THE LINE FOR
EVERYBODY HERE, ADVERTISERS AND
THE NFL ALIKE.
>> INTERESTING.
>> SO INTERESTING.
>> IF I PAY $5 MILLION FOR A
SPOT, THEN YOU GET IT FOR $2
MILLION --
>> THANKS, JO.