The most notable thing about Anheuser-Busch's Super Bowl advertising lineup this year is what it doesn't include: Clydesdales or "Drinkability". With a full five minutes of air time this year, A-B is once again the game's biggest advertiser. But the spots previewed this afternoon for the media featured some surprises. For one thing, A-B -- now the U.S. unit of Anheuser-Busch InBev -- appears to be moving on from the "Drinkability" platform it adopted for Bud Light in late 2008, opting instead for a new tagline, "Here we go," that is less focused on product attributes and more aligned with the brand's traditional good-times positioning, which held that people drink light beer to have fun, so light-beer commercials ought to be funny.
All of the Bud Light ads shoot for laughs. One spoofs the ABC series "Lost," as plane-crash survivors on an island pull both the plane's radio and its fridge from the fuselage, and are faced with a decision over which is more important. Another features an entire house made of Bud Light cans.
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