Budweiser created the top ad (according to most rating agencies) for both the 2015 and 2014 Super Bowls. The brand’s 2013 ad also received high ratings.

Discussion Questions:

  1. Watch all four Budweiser ads. Which one did you like the best? Why?
  2. Compare the 2013, 2014, and 2015 ads to the one in 2012. Why do you think Budweiser changed its Super Bowl advertising approach?
  3. In 2014 and 2015 the Budweiser ads were rated at the top by most rating agencies. Is this important for Budweiser? Why or why not?
  4. Most creatives believe emotional ads are the key to developing brand loyalty. Would you agree with this statement? Why or why not?
  5. To produce these Super Bowl ads, Budweiser spends over $5 million per ad (cost of air time and production of ad). Is that a wise use of marketing dollars? Why or why not?

About Dr. Ken Clow

Co-author of textbook.

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