United States

United States

Budweiser backs wind in Super Bowl ad

Wind has received a new crown in the US, by being promoted by 'the King of Beers', Budweiser, in a TV commercial to be played during the Super Bowl.

AB-InBev uses power from an Oklahoma wind project to brew its beers
AB-InBev uses power from an Oklahoma wind project to brew its beers

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The advert for the Anheuser Busch InBev (AB-InBev) product is set to be viewed by at least 110 million Americans on 3 February during the largest televised event in the US.

The Super Bowl typically draws several times as many viewers as the Oscars.

In 2018, 30-second advertising spots during the Super Bowl on the CBS TV channel were said to cost around $5 million.

The ad is one of the strongest signs yet of fundamental shift in popular attitudes towards sustainability — even in the world’s largest economy and despite president Donald Trump’s outdated rhetoric against onshore wind.

Specifically, it depicts a Dalmatian dog with its ears flapping in the wind — with, inevitably, Bob Dylan's song "Blowin’ in the Wind" playing in the background.

As the camera pans out, the dog is seen to be sitting on a flat-bed wagon piled with containers of beer and pulled by a team of Budweiser’s famed mascot, eight Clydesdale horses.

Then the camera pans again, showing a wind farm sited on hills covered with golden grass.

"Wind never felt better. Now brewed with wind power. For a better tomorrow," is the closing tagline.

Budweiser’s annual Super Bowl ad are famous and closely watched by the advertising industry and trend-watchers.

"Those who wait for the best commercials all year expect Budweiser to show up big, and we felt there was no better way to show up this year than to talk about our commitment to Renewable Electricity," said Ricardo Marques, vice president of marketing at AB-InBev.

"We are proud to be the first Anheuser-Busch brand and the first major beer brand to be brewed with 100% renewable electricity from wind power and hopefully we can use this moment to inspire others in our pursuit for a more sustainable future," Marques added.

On YouTube, Budweiser gives an even stronger clean-energy message underneath the video: "The time has come to take action and help build a better future for us all. That’s why wind has never felt better. Budweiser is now brewed with 100% renewable electricity from wind power."

AB-InBev has also agreed to offset 100% of the electricty used during Super Bowl week in Atlanta. 

The brewer said it would to donate the "Atlanta Super Bowl Host Committee with renewable energy attributes to power the equivalent of the city's energy consumption for six days". 

AB-InBev signed a deal with Enel Green Power in 2017 to buy the power from a 152.5MW portion of the developer's 298MW Thunder Ranch project in Oklahoma. 

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