Budweiser won't be airing ads during next month's Super Bowl for the first time in 37 years. The beer company plans to give its airtime to a vaccine education campaign to promote COVID-19 immunization.
Budweiser said in a statement that they've decided to do this "so that one day soon, we can see our Buds again safely." The company will instead run a digital ad in the week prior to the Super Bowl, according to Axios.
The digital ad, called Bigger Picture, highlights the positive acts that people did during the pandemic. The ad also promotes BLM and ends by stating "For the first time in 37 years, Budweiser will not air a Super Bowl ad. Instead, we’re redirecting our advertising dollars to raise awareness for the COVID-19 vaccines."
The company will join forces with the Ad Council and COVID Collaborative to promote vaccinations. Budweiser is not the only company to break tradition by not running Super Bowl ads. Coca-Cola, Pepsi, and Hyundai also plan to skip the ads this year.
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