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Three Cheers for Budweiser and a Special Hug for Jeep
By: Sarah Jane Dunaway
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In a sea of funny, edgy, sexy and even downright gross commercials, one brand stood out during last night’s Super Bowl XLVII commercials.

Expecting to feature the usual funny guy in a bar-bit, Budweiser took a different approach for its new Budweiser Black Crown beverage. It secured the first post-kickoff commercial spot, starting off the audience with a glamorous, sophisticated, and glitzy ad.

The commercial featured low lighting, tight black clothing, beautiful people, and other fabulous room accents associated with parties for the cultured and civilized — no drunk, ball-cap wearing bachelors here.

While many of us have been watching the Super Bowl and its TV commercials for years, Budweiser will always need to stay relevant to the next generation. Last night’s ad spots revealed a Budweiser that is well in tune with a pop culture surrounded by all things indulgent and fabulous. With trends like sparkly glitter TOMS shoes, Gossip Girl, and the demand for decadent, gourmet foods paired with a little sass and shine, Budweiser could’ve easily become a brand forgotten — but not this year!

Budweiser’s Coronation and Celebration TV spots connected with the audiences trying to be more sophisticated and just wanting to feel more fabulous overall. It evoked a party spirit still in motion from New Years, combined with a hint of sophistication for those of us out of the college-drinking scene.

Budweiser picked a great primetime event to reveal its commercials, especially for a brand synonymously associated with Good ‘Ol Boys and talking animals — at least when it comes to Super Bowl commercials.

For those of us still hoping for a little of the old Budweiser we know and love, the brand offered two alternatives for our nostalgia-craving sides. First a spot dedicated to the event itself — a hilarious and surprising voodoo doll-filled commercial all about this year’s Super Bowl rivalry in their Journey spot. Lastly, for the softer and emotional individuals (myself included), Budweiser ended the evening with an old classic favorite - the Clydesdales in its Brotherhood spot.

Budweiser managed to add a little class and style to this year’s Super Bowl lineup while remaining true to its roots. I say, three cheers for Budweiser!

On another note, I would like to congratulate Jeep for its amazing and heart-evoking commercial, Whole Again. Jeep deserves a special hug for giving us a commercial that is real and true, and not bogged down by the features of this dashboard or that sound system or a “look at how your life could change if you buy this car” kind of story.


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About the Author

Sarah Jane Dunaway is a brand strategist and design consultant, and the writer and creator behind the blog Clean & Proper. A former member of the paper and printing industry, Sarah Jane specializes in helping businesses of all sizes streamline marketing communications by creating compelling brand identity systems and corporate identity packages. Find her online here

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