Anheuser-Busch is always the Super Bowl’s biggest spender, typically buying around four minutes of air time each year. But this year, the Big Game’s exclusive beer sponsor has purchased five and a half minutes of time — its biggest investment in Super Bowl history.
Though creative details of the spots are still unknown, we do know that A-B will use that time to promote five different brands. The brands featured will include Budweiser (specifically, Copper Lager, a co-branded beer with Jim Beam), Bud Light, Michelob ULTRA, Stella Artois and Bon & Viv Spiked Seltzer.
The eight total spots will include four 45-second ads, three 30-second ads and one 60-second ad.
The brewer has not revealed whether its popular “Dilly, Dilly” campaign, which made the roster in 2018, will return or whether its iconic Clydesdales will make an appearance, although it really wouldn’t be a Super Bowl without them. A company spokesperson has noted that the brand’s overall goal is to “elevate beer” and that it will avoid anything that looks political.