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Budweiser said Monday it's giving up its iconic in-game Super Bowl airtime for the first time in 37 years, and will instead donate $1 million to the Ad Council and COVID Collaborative’s Vaccine Education Initiative.
Why it matters: The move is one of many fan-favorite traditions that will be lost at this year's game because of the pandemic.
- In a statement, Budweiser said that it made the decision "so that one day soon, we can see our Buds again safely."
Details: Instead of running its slate of expensive Super Bowl spots on TV, Budweiser will run its ad digitally in the week leading up to game day.
- The spot, called “Bigger Picture,” celebrates the individual acts of resilience that inspired first responders, some of the first people to receive a COVID-19 vaccine.
- The company also created a film starring Rashida Jones called “Bigger Picture,” which pledges critical vaccine support throughout 2021. Budweiser said it selected her voice for the short film for her ongoing commitment to COVID-19 vaccine awareness.
The big picture: Budweiser joins a list of well-known brands not advertising during the Super Bowl, which will be played before a smaller and more subdued in-person audience.
- Coca-Cola and Pepsi told CNBC they will not have commercials this year. Hyundai will also break a five-year streak of running Super Bowl ads.