No Super Bowl Ads Featuring Clyesdales This Year

Photo by Cathy Childs

Budweiser, the beer giant whose commercials featuring Clydesdale horses, croaking frogs and winsome puppies made it one of the most beloved Super Bowl advertisers, is opting out of the game-time broadcast this year for the first time in 37 years to focus on raising awareness for the Covid-19 vaccine.

Beverage giant Anheuser-Busch InBev is benching Super Bowl commercials from Budweiser, perhaps its best-known product — the first time in nearly four decades that the brand won’t have a place on the Big Game ad roster. The move follows decisions by both Coca-Cola and PepsiCo to sideline Super Bowl ads for their flagship products, and suggests CBS’ broadcast of Super Bowl LV will lack some of the event’s most familiar trappings as the world continues to grapple with the economic fallout of the coronavirus pandemic.

Budweiser will give the money it might have spent on running a Super Bowl commercial to the Ad Council, an industry coalition that produces and places public-service announcements, to help raise awareness of the benefits of getting the coronavirus vaccine. “We know the resources that go behind investment in a game-day unit are significant,” says Monica Rustgi, vice president of marketing at Budweiser, in an interview, noting that the brand has enjoyed an in-game presence for 37 years.

Don't worry the Clydesdale horses aren't being put out to pasture by any means. The beloved Clydesdale will be featured in on-line advertisments.