No shortage of takers for US$5m 30-second Super Bowl ad spot

New York

EARLIER this month, Anheuser-Busch InBev hosted a dozen or so reporters at its airy New York office to discuss its advertising plans for the Super Bowl.

Company-branded folders labelled "Media Briefing" were distributed. A news release detailed the four beer labels that would be featured in commercials during the game, on Feb 5, with instructions to keep the information under wraps until the next morning. Also included: a brochure outlining "fun facts" for each brand - Bud Light, Michelob Ultra, Budweiser and Busch - and a business card with a website and e-mail address for "all of your A-B Super Bowl needs". Absent from the event, which included an hour-long presentation from the company's US marketing head: the commercials themselves. Three of the four, the company said, were slated for online release in the lead-up to the big game.