Budweiser launches Helen Mirren ‘Super Bowl’ ad in UK

2nd December, 2016 by Arabella Mileham

Budweiser has launched its biggest responsible drinking campaign in the UK, centred around the Super Bowl’ advert featuring Oscar-winning actress Helen Mirren.

The 60-second advert featuring Helen Mirren was first aired in the US in the coveted Super Bowl slot, and shows the unpretentious, multi-award winning actress deliver a straight-talking, uncensored and powerful responsible drinking message direct to camera.

The ad will air on Sky TV in the UK and in cinemas throughout December, as well as on Snapchat and Facebook from next Monday (5 December). It is being supported by over 3,500 posters across the UK.

As part of the campaign, the brewing giant has also teamed up with Uber and the Department of Transport, to support the THINK! Christmas drink driving campaign which aims to get people home safelyUber is offering free rides to new users who download the app throughout December and with Budweiser, is set to reveal an additional element to the campaign in the final countdown to Christmas aimed specifically at reducing drink driving on Christmas Eve.

Budweiser UK marketing manager Steph Okell said that despite all the reasons not to, people were still drinking and driving.

“This Christmas Budweiser is communicating in a bold, new way to put a stop to that. Our Helen Mirren advert addresses the issue of drink driving in a straight-talking, unconventional tone: a wake-up call to start as many conversations as possible and get people to plan their journey home during the biggest party season of the year,” he said.

“As an iconic global beer brand, Budweiser is using its gravitas in the fight against drink driving and we’re proud to partner with Uber to offer people a free ride and ensure they get home safely this Christmas.”

Jo Bertram, regional general manager of Uber in the UK, said there was no excuse for drink driving. “With new options like Uber people can now get a safe, reliable and affordable ride home at the tap of a button. Through this campaign with Budweiser we’re looking forward to helping more people get home safely this Christmas,” she said.

3 Responses to “Budweiser launches Helen Mirren ‘Super Bowl’ ad in UK”

  1. David Docherty says:

    Before everyone congratulates themselves for doing the right thing, I think you need to take another look at this advert as in my opinion it implies that it is fine to drive over the limit.

    By getting Helen Mirren to say “Don’t drive drunk” is surely the wrong message to be portraying as anyone (depending on their height and weight) can be many times over the limit, but not be drunk.

    I do admire Budweiser for the campaign, but surely someone should have realised this before it reached the point where it was aired on national TV.

  2. James says:

    Nice bit of marketing using Helen Mirren, interesting to find out how the campaign actually did in the UK. Nice sure what David has against the message.
    Seems to be reading way to much into it. When someone says ‘don’t drive drunk’ that’s a pretty straight forward message.

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