Anheuser-Busch makes splash at big game

ST. LOUIS — New brands Budweiser Black Crown and Beck’s Sapphire will make their national television debut with 30-second ad spots which will air during Super Bowl XLVII on Sunday, February 3 on CBS, Anheuser-Busch announced.

Bud Light, the official beer sponsor of the NFL, will premiere two 60-second ads, "Journey" and "Lucky Chair." The ads mark the end of the brand's "Superstitious" campaign, which portrays the traditions and rituals NFL fans employ to help their teams win. Both ads are set in New Orleans, which will be the site of Super Bowl XLVII.

The iconic Budweiser Clydesdales will also appear in a new 60-second spot, "Brotherhood," which chronicles the bond a Clydesdale foal shares with his trainer. The spot was shot at Warm Springs Ranch, a 300-plus acre farm near Boonville, Mo., home to many of the Clydesdales, and offers a look at their early years.

Budweiser Black Crown will get two 30-second ads, "Coronation" and "Celebration." The new brand has secured the coveted A1 position for "Coronation," meaning it will be the first commercial to air following kickoff. Two 15-second teasers for Budweiser Black Crown will air during the NFC and AFC Championship games on Jan. 20, a day before the brand hits shelves nationwide.

Beck's Sapphire, which hit shelves on New Year's Eve, will get with a 30-second ad, "Serenade." The ad will feature a surprise admirer who is mesmerized by the beer’s sleek, black bottle.

"The Super Bowl is an unbeatable platform for us to launch our new brands, Budweiser Black Crown and Beck's Sapphire, and continue building on the long-standing success of Bud Light and Budweiser," said Paul Chibe, VP, U.S. marketing. "Not only does the game have the largest television audience of the year, but it's also an incredibly captive one because so many viewers tune in for the commercials."