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Budweiser is signaling a return to tradition with a masculine twist. The iconic beer brand has chosen to prominently feature its famed Clydesdales in this year’s Super Bowl. This marks a strategic move as the company doubles down on more traditional gender stereotypes.
Following a controversial engagement with transgender influencer Dylan Mulvaney, Budweiser, a division of Anheuser-Busch InBev (BUD), has seemingly heeded the advice to reaffirm traditional masculinity. This comes in the wake of increased calls for a return to classic gender portrayals in advertising. Hence, the Clydesdales are taking center stage once more.
The Super Bowl, anticipated to draw over 200 million adult viewers in the U.S., presents a pivotal opportunity for reaching mass audiences, although it doesn’t guarantee success for all companies.
CBS (NASDAQ:PARA) is reportedly charging a staggering $7 million for a 30-second ad spot, compared to an average unit cost of $882,079 for Sunday Night Football, according to AdAge. The exorbitant price tag appears to have deterred the big three Detroit carmakers – General Motors (GM), Ford (F), and Stellantis, from featuring commercials during this year’s game. Notably, GM and Stellantis had previously showcased electric vehicles during the event.
General Motors, in particular, had used the past four Super Bowls as a platform to promote its electric vehicles. However, in GM’s recent earnings report, CEO Mary Barra acknowledged a slowdown in the pace of EV growth, citing consumer resistance due to high prices and ongoing inflation.
On the other hand, more affordable consumer goods are capitalizing on the occasion to target 60% of American adults during the game, with diverse marketing approaches.
Meanwhile, Michelob Ultra (a brand under ABEV, which is part of the Anheuser-Busch InBev portfolio) is featuring soccer legend Lionel Messi in a teaser. This marks Messi’s debut in a Super Bowl ad, adding a unique global appeal.
Additionally, the suspense mounts with Doritos Dinamita (a product of PEP, PepsiCo) featuring Jenna Ortega, the young star of Netflix’s popular series, “Wednesday,” in what promises to be a cliffhanger reveal during the game.
Furthermore, Budweiser is not just bringing back its Clydesdale horses but also embracing “a classic Budweiser storyline with nods to past Super Bowl spots, elements of nostalgia and, of course, crisp and refreshing Budweiser.” The return of the horses follows their brief appearance in last year’s commercial.
Other major players in the lineup include The Hershey Company (HSY), which teased “big changes” for Reese’s, and actor Chris Pratt engaging in a face-off with “Mr. P,” the Pringles’ mascot, both donning retro mustaches for an intriguing showdown.
Amidst the buzz, Nerds Gummy Clusters by the privately-owned Ferrero Group has caused anticipation with singer Addison Rae acting as a dance instructor in a routine set to the tune of “What a Feeling” from the iconic movie Flashdance, promising a captivating performance spectacle.
Additional spots include actress Helen Mirren promoting Uber Eats in a playful tribute to American football, alongside a quirky ad by Hellman’s featuring comedian Kate McKinnon and a feline co-star. Coors Light and Kris Kardashian for Oreos, with Volkswagen taking a sentimental journey back to the U.S. introduction of the Beetle, also contribute to the eclectic mix of Super Bowl commercials.
