The coronavirus pandemic is continuing to affect the entertainment and sports world. According to the New York Post, many big brands, like Budweiser, Coke, Pepsi, and Hyundai, are passing on buying commercials to air during the forthcoming Super Bowl LV.
This will be the first time in 37 years that Budweiser won’t air commercials. They will instead join a public awareness campaign for the COVID-19 vaccine.
Their president of marketing said, “Like everyone else, we are eager to get people back together, reopen restaurants and bars, and be able to gather to cheers with friends and family. To do this, and to bring consumers back into neighborhood bars and restaurants that were hit exceptionally hard by the pandemic, we’re stepping in to support critical awareness of the COVID-19 vaccine.”
In a statement, Coke reps said they wanted to, “ensure we are investing in the right resources during these unprecedented times.”
Pepsi said, “Instead of buying a traditional 30-second in-game Super Bowl ad, we decided to double down on the 12 minutes Pepsi already has in the middle of the game — the Pepsi Super Bowl Halftime Show.”
According to Bill Oberlander, co-founder and executive creative of ad agency Oberlander, this seems to be what many brands are deciding to do. He states, “There is trepidation around Super Bowl advertising this year. For the Super Bowl, you generally go big or go home. I think brands are going home rather than spending tens of millions of dollars and not getting it right. They’re saying, ‘Let’s wait until this s— storm clears.'”