By Suzanne Vranica
Anheuser-Busch InBev NV didn't intend to wade into politically
controversial waters with its Super Bowl ad for Budweiser. But
that's how events unfolded.
The world's largest brewer is set to air a 60-second TV spot
about its co-founder, Adolphus Busch, and his journey from Germany
to St. Louis in 1857.
The ad, which was released publicly Tuesday, shows that Bud
stands "for those people that have a dream and work very hard until
they make the dream come true," said Marcel Marcondes, vice
president of U.S. marketing at Anheuser-Busch.
The company said the spot isn't intended to make a political
statement, but it will air at a time of intense controversy over
immigration, inflamed by President Donald Trump's executive order
suspending immigration from seven Muslim-majority nations because
of concerns about terrorists entering the U.S.
It is always a risk for companies to air Super Bowl ads that
touch on sensitive social issues. But every now and then there are
national moments that are particularly perilous for brands -- the
aftermath of the Sept. 11, 2001, terrorist attacks and the height
of the 2008 great recession, for example.
This year's hyperpolarized environment in U.S. politics is no
exception. The temptation for brands to weigh in on these
situations can be high. So are the chances that they inadvertently
spark a backlash.
" Touching issues such as immigration, climate change or border
control in ads would be like touching the third rail," said Allen
Adamson, who founded BrandSimple Consulting.
The Trump administration says its travel restrictions aren't a
religious test, noting that many Muslim countries aren't affected.
Critics view it as targeting Islam, and the order has been met with
legal challenges, protests and blowback from some in corporate
America.
Some brand experts said the Budweiser ad could be risky. "It
could potentially alienate part of their audience," said Thomas
Ordahl, chief strategy officer at branding firm Landor.
Mr. Marcondes said the company won't be "apologetic" for the
spot. "The story is the truth, it's not fiction," he said. "This is
what Budweiser stands for and we are really proud of it."
The Bud ad already is getting plenty of attention on social
media. "Man. I can't WAIT to see what Trump tweets at Budweiser
after this," read one tweet by user @GregHoplamazian.
Building-material retailer 84 Lumber said it had an ad rejected
by Fox, this year's Super Bowl broadcaster, which is getting as
much as $5 million for 30-seconds of ad time. It featured a border
wall and Hispanic actors, the company's ad agency said.
Some brands are being cautious. GoDaddy Inc., which sells web
addresses and services for small businesses, is making a TV
commercial for the big game that includes iconic internet memes and
considered, but decided against, including a nod to tweets from Mr.
Trump's Twitter account.
"We didn't want to add to what is an already
politically-charged, divisive climate," said Barb Rechterman,
GoDaddy's chief marketing officer, in a statement. GoDaddy has
history of creating controversial ads to help it generate
publicity. Its decision shows how carefully marketers are
maneuvering this year.
WeatherTech, which makes car floor mats and other auto
accessories, will use its Super Bowl TV spot to tout that its
products are made in the U.S. Mr. Trump has promised to boost
domestic manufacturing and job creation, and some of his tactics --
calling out specific companies that have plans to build facilities
overseas and threatening to install import tariffs -- have sparked
controversy.
"It is the rage lately to talk about American jobs, but we have
always been doing that, even before it was fashionable," said
WeatherTech chief executive David MacNeil, noting that the company
has used a "Made-In-America" theme in its big-game ads for the past
few years.
Fiat Chrysler Automobiles has a history of airing Super Bowl ads
that hint at social issues or tap patriotic themes, but it hasn't
disclosed if or what it will air this year. Ad ideas recently were
being generated for the auto maker, which included a unifying
message and involved "Born to Run," Bruce Springsteen's book,
according to people familiar with the matter. That ad idea isn't
expected to appear during the Super Bowl, according to the
people.
Brands nodding to politics or the economy often pull it off by
being neutral and using humor. Coca-Cola, for example, aired a
Super Bowl ad in 2008 that featured Democratic operative James
Carville and former Republican senator Bill Frist arguing, but
eventually bonding over a Coke.
In 2009, Cash4Gold, a company that bought gold jewelry from
consumers, nodded to the financial turmoil that had engulfed the
country with a funny ad that showed actor Ed McMahon and rapper MC
Hammer, two celebrities who made headlines for their financial
woes, using the service.
Anheuser-Busch aired a big-game spot in 2002 that showed its
iconic Budweiser Clydesdales traveling to New York City to bow
their heads in front of the skyline of lower Manhattan, as a sign
of respect after the Sept. 11, 2001, terrorist attacks.
At the time, the brewer had some reservations about airing the
ad, said Bob Lachky, a former creative chief for Anheuser-Busch.
"We didn't want it to look like we were pandering."
While the ad largely was celebrated, some people criticized it.
"We knew we were taking a risk but the message was so needed and we
knew that we would be forgiven by the small minority that would
likely not approve," Mr. Lachky said.
--Joshua Jamerson contributed to this article.
(END) Dow Jones Newswires
February 01, 2017 07:14 ET (12:14 GMT)
Copyright (c) 2017 Dow Jones & Company, Inc.
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