Budweiser is coming back with another brash Super Bowl ad that celebrates its bigness. But instead of taking a shot at craft brewers, like it did last year, the King of Beers is taking a little dig at imported brews.
The 30-second spot continues the "Brewed the Hard Way" campaign that broke during last year's game and put a new stamp on Bud as a "macro" brew. The brewer released a 60-second version of the Super Bowl 50 ad, created by Anomaly, today.
The ad, which is called "Not Backing Down," shows close-ups of the beer, its ingredients and its brewers, alongside boastful phrases in bold block lettering. One part of the ad shows a cargo vessel at sea as the words "Not Imported" flash by. Close-ups of the famous Clydesdales are shown with the words "Not Ponies." The horses, which have appeared in 26 previous Super Bowl ads, play a supporting role in this year's spot and take on a more assertive tone. In the last two Super Bowls, the horses mingled with cute puppies in ads that resembled Disney movies. This year's spot includes a close-up of thundering hooves and snorting nostrils.
"We are not a one-trick pony," said Brian Perkins, U.S. VP for the Budweiser brand. "You don't want to jump the shark and keep trotting out the same stuff every year."
The puppies got attention and won awards and views, he said. But "this new approach that we kicked off with 'Brewed the Hard Way' has a much higher correlation to selling beer than anything we've tried in the last few years, which is why we are going all-in on that approach," he said. The campaign has "delivered the best results on the brand we've seen in 14 years. So we now have a high level of confidence about this new tone of voice."
Read more about the campaign over at AdAge.com.