Anheuser-Busch Super Bowl TVC to advocate safe driving in US

MUMBAI: The Super Bowl telecast in the US has over the years been a strong vehicle for American companies to get their message across to the public. Beer manufacturer Anheuser-Busch has announced that it will air a commercial during Super Bowl XXXVIII on 1 February.

Country musician Tim McGraw and basketball's Rick Fox will share the screen in an ad promoting the use of designated vehicle drivers.

The 30 second ad marks the debut of the company's new alcohol awareness tagline Responsibility Matters. It shows a pair of valets admiring the special treatment the two celebrities get as they drive up to a posh nightclub. But the one who gets the most attention is an ordinary guy serving as the designated driver. The ad was created by DDB Chicago.

In previous years, Anheuser-Busch has delivered responsibility messages during the Super Bowl telecast, as well. Previous ads have featured ice hockey great Wayne Gretzky, Nascar driver Dale Earnhardt Jr., boxer Oscar De La Hoya and the bubble gum pop band NSync. These ads have promoted the use of designated drivers or the importance of parents talking to their children about drinking.

A recent survey sponsored by Anheuser-Busch found that 122 million Americans have either been a designated driver or have been driven home by one. According to the US department of transportation, since 1982, drunk-driving fatalities have fallen by 37 per cent. The release adds that since 1982, Anheuser-Busch and its wholesalers have invested over $465 million in alcohol awareness and education efforts to help fight underage drinking and drunk driving and to promote personal responsibility.

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