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According the Super Bowl commercials to the smell test of course Super Bowl weekend well if you do it's one of the most watched events of the year but not just for the game.
But also for those for those commercials and some of the most memorable ones came from Budweiser.
They call themselves a king of -- but there's no question.
They are the king of Super Bowl advertising.
The man behind those commercials led the sports marketing division of Anheuser-Busch.
Years Tony upon -- joins us now.
Did you create that -- sports marketing division of of AB.
Let's what are the reasons I was -- it was 1982.
There are still pretty much clean stadium -- on the ice that's not dasher boards sponsorships where.
Pretty much nonexistent in two years away from the 84 Olympics in Los Angeles which really created the big -- of sports marketing.
And so was okay our CEO obvious bush if they're similar -- ago when the day with their consumers who love sports and let's go.
Sort of on the space and show the great thing is those 26 years was the right to see almost where we are today from almost nonexistent to.
You know Super Bowl units getting three million dollars.
I'm not America I'm not gonna ask you your rage but I but but but the thing about theory is that -- is marketed to.
-- males eighteen to what third team.
For rope line that when he won at 34 we liked -- respect the drinking they get you were in that age group at the time sleep in and dies you if you're going to talk to young men.
Then you know the young men like beer then they like sports it just seems like a natural.
Made -- -- yeah.
Hit it in a way you don't need a whole lot of research to back up your gut instinct.
And what was great about it made you also need to stay relevant I mean even -- creative people.
Would say is they got older you know how do we keep relating to that 25 to 35 year old male.
And when people would come in the picture sponsorship -- would say think of reserve would cut it in the middle and -- think of something out of 28 point nine year old male with life.
Let's talk about everything from -- still courses to women in bikinis.
Because it would seem to me like the men would be more interested in the women in bikinis and it would be in the -- sales but you used.
And kind of a traditional theme about about the beer in America.
-- you know the tradition of those clients sales was amazing you know and over time he had to remind yourself internally.
That that the consumer really respected this tradition and no other beer company had that kind of icon like us if you wanna had a point of difference.
Vs Miller cores are -- Canucks center.
Those clients -- really did.
The super bowl of course is the big Kahuna as far as people watching ads and also the price and so forth did.
What was it was it image Sheen was it really something that has a price you could you could buy a lot of other ads.
-- in the NBA or in NASCAR or someplace else for what you pay for the Super Bowl why the Super Bowl what's so important about that.
Well it started out.
Roughly 22 years ago to say how do you own the beginning of the year back in those days of Super Bowl was really -- -- you -- -- sort of pushed into February.
How do you excite your consumer.
Your financial community and your employee base as well as have.
That goes -- television all the way down to retail and that's when Bible was established.
For the very first commercials.
Which which -- the Budweiser bottle in the bud lite bottles or cans playing each other any game.
She became this huge marketing promotion that the -- it could take -- retail bill displays and then have -- -- On Super Bowl Sunday with a very big rating that was exclusive for the beer category no -- -- sounded.
And and that brought sort of the American community together.
In line sort of space where everything sort of quieted down.
You've jumped to 2011.
Where we have technology and Internet and -- the satellite explosion.
It really -- even more important for those in their advertising -- -- everyone sort of drops a book.
You know the iPod and iPad their Blackberry whatever and sort of says we're just gonna sit here and watch the game have a party and in fact.
Spend a lot of time talking about the commercial.
-- some people like Papa -- and Intel that are saying no they're not going to go and yet fox sold out the Super Bowl earlier than ever in October.
Why would companies say don't Pepsi which usually is there wasn't there last year but is coming back -- Budweiser.
Instead has been the -- one of the dominant advertisers year in year round why.
Well as for those of us not for the think apart because depending on how many units you -- it's you know it's just you know I think.
-- is somewhat said it's two point 83 million dollars a spot.
That said you're also reaching probably happier consumer base.
And and one day so that has.
There's some respects efficiency and certainly effectiveness and impact but you also have to bring a a creepy to have -- of commercial that's gonna win the day as well.
What -- doing now and did you did you leave.
Because it was -- I left Anheuser-Busch because I felt the philosophy of it being bought by -- is gonna change.
What we had built over those 26 years and I didn't really want to be that executive saying can I tell you how we used to do it and say.
Now we just paid 52 billion this tell you how you're gonna do it I think that was a good time to -- -- What I'm very proud out and sort of taking a little bit of my experience in the sports world and a little bit of my interest in.
In producing an entertainment and now the lower my partner for in terms are producing -- on Broadway so -- so -- reopen October 21.
You know how specialist -- the -- the Packers during the Super Bowl the NFL is is one of our producers and the show.
I'm and we have excitement every night with them where you play against Lamar -- with a great cast talking about how this all started really with those championships in the sixties.
Five out of seven and the first receivables and now we're here today talking about this explosion a 150 million people watching.
They're very into Tony bond girl thank you think that Jillian that it'll look to me thanks so much for.
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