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Anheuser-Busch x Super Bowl LIX: Key Findings
Campaign Snapshot
The world’s leading brewer has its eyes set on dominating the Big Game.
Anheuser-Busch kicked off its Super Bowl LIX campaign by dropping a teaser for Budweiser’s upcoming ad ahead of the full reveal.
"American Icons" is about a fictional friendship between a Clydesdale and a bald eagle.
Soundtracked to music from Lynyrd Skynyrd, the spot uses an emotional narrative and symbolism to reflect on Budweiser’s 150 years in American culture.
While the teaser set the tone for the brewer’s biggest Super Bowl push yet, five different commercials from its flagship beer brands are booked for the February 9 broadcast.
Anheuser-Busch signed on for three minutes of national airtime and 45 seconds of regional time across Michelob ULTRA, Busch Light, Budweiser, Bud Light, and Stella Artois spots.
This makes it the largest advertiser in the beer, alcohol, and consumer packaged goods categories this year.
"At Anheuser-Busch, we recognize the unique position that our decades of experience with Super Bowl has granted us," said Kyle Norrington, CCO at Anheuser-Busch.
"A cultural moment like the Super Bowl is when we truly show the world that no one can meet the moment like we can."
Michelob ULTRA and Busch Light are highlighted as the top two fastest-growing beer brands in the U.S.
The former recently pushed its new "Play For An ULTRA" platform that celebrates friendly competition and active social moments on and off the court.
Meanwhile, Busch Light’s latest chapter of “The Busch Guide by Busch Guy” returns with humorous outdoor survival skills from its flannel-clad mascot, stretching a legacy of light-hearted brand storytelling.
Beers for the Bowl
After the game, the ad will also be available on digital channels and in select markets, maximizing exposure beyond the broadcast.
Alongside the ads, Budweiser is celebrating its 150th anniversary with a limited-edition Heritage Can Series 12-pack, featuring designs inspired by eras from the 1950s to the present day.
Fans can also enter Budweiser’s 150 Sweepstakes for a chance to attend the brand’s official birthday celebration at the St. Louis Brewery.
The creative will be supported through national and regional campaigns, including Spanish-language and streaming broadcasts, pre- and post-game activations, retail integrations, and out-of-home placements.
Ambition is the Lesson in Anheuser-Busch’s Super Bowl Push
For marketers, Anheuser-Busch is a clear example of how to use cultural scale to stretch brand relevance.
Not just for one beer brand, but for five.
- Investing heavily across multiple brands can establish portfolio strength and maximize reach.
- Teasing mystery elements can build hype that drives social and digital engagement early.
- Pairing legacy iconography with fresh narratives helps keep long-standing brands feeling current.
In 2024, Anheuser-Busch InBev reported annual revenue of about $59.8 billion, showing its massive footprint in global beer sales.
Our Take: Do Teasers Make or Break?
In my opinion, even the biggest brands can benefit from their audience's curiosity.
And that's exactly what Budweiser is doing here.
The Clydesdales are iconic figures that are so often associated with the brand that it seems almost natural to bring them back to the Super Bowl.
And in an era where attention is fragmented, a teaser that sparks conversation: in bars, online, and among loyal fans.
If any brand knows how to maximize a couple of minutes of airtime in the biggest ad stage, it's Anheuser-Busch.
That's because they create cultural moments that live in memes, feeds, and weekend recaps.
Successful campaigns don’t just show up on Sunday, because they stay with you through Monday and beyond.
In other news, OpenAI is making a return to the Super Bowl to push ChatGPT amid AI anxiety.
These top ad agencies support brands connecting high-visibility moments to sustained engagement.
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