ST. LOUIS—Budweiser will not air a Super Bowl commercial during this year’s big game, marking the first time in 37 years it will be absent from the airwaves, Delish reports. Other brands, such as Coca-Cola and PepsiCo, have also announced they will be sidelined during Super Bowl LV, scheduled for Feb. 7.
Budweiser said in a tweet, “Instead, [we're] helping to safely bring America back together again soon.” A video message highlighted virtual connections, health-care workers being vaccinated, and Black Lives Matter demonstrations by NBA players, then ended with Budweiser indicating it would use its Super Bowl ad dollars to raise awareness of the COVID-19 vaccine.
Anheuser-Busch will still air commercials from other brands, including Bud Light, Bud Light Seltzer Lemonade, Michelob Ultra and Michelob Ultra Organic Seltzer, during the game. PepsiCo decided to step away from commercials to focus on sponsoring the halftime show, while Mountain Dew and Frito-Lay products will have ads.
Experts pointed to expensive ad prices, filming constraints due to COVID-19, and an ever-changing news cycle as reasons brands are choosing to forgo advertising this year. Coke, which just debuted Coca-Cola with Coffee, will not be producing any Super Bowl commercials for any of its products, while Avocados from Mexico will not have a presence during the game either.