No more puppies?
That’s right. Despite the huge popularity of their puppy ads during the last three Super Bowls, neither of the two 2016 Budweiser commercials featured an adorable puppy. Why? It’s simple – as beloved as they are, the ads don’t sell beer.
On February 2nd, with little fanfare, no teasers and no warning, Budweiser released their first Super Bowl commercial on YouTube. Called “Simply Put,” the public service announcement starred a very frank Helen Mirren reminding all of us that anyone who drives drunk is a “short-sighted, utterly useless, oxygen-wasting human form of pollution, a Darwin-award-deserving, selfish coward.” Gee Helen, but what do you really think?
The straight-talking commercial came with the hashtag #GiveADamn. According to Bud’s VP of Marketing, Brian Perkins, “We want this spot to really cut through and create conversation about drunken driving.” To promote the #GiveADamn campaign, Budweiser also partnered with Twitter to create a branded emoji. According to AdWeek, Budwieser promises to donate $1 dollar to safe ride programs every time the #GiveADamn hashtag is used as part of its anti-drunken driving efforts in 2016.
Drunk driving is a real problem. So we made an emoji that can help. Tweet with #GiveADamn and we'll spend $1 on Safe Ride programs.
— Budweiser (@Budweiser) February 2, 2016
What about the second Budweiser Commercial?
Animal lovers needed not despair, because the beautiful Budweiser Clydesdales still graced our screens on Super Bowl Sunday. Did you know that those famous horses have appeared in no less than 27 Super Bowl commercials?
And they again played a starring role in Budweiser’s 30-second ad called, “Not Backing Down.” The commercial focused on the product itself and was meant to be along the lines of last year’s Budweiser ad, “Brewed the Hard Way,” (That ad, unlike the puppies clip, did improve sales.)
The second 2016 Budweiser Super Bowl ad was a tough spot bragging that this beer mean business. It’s “not small, not sipped, not soft.” Think you can handle it?
Here’s the extended version of “Not Backing Down:”
Feeling nostalgic for furry little friends?
Here’s a look back at last year’s Lost Puppy ad:
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