Mon Jan 25 7:01am ET
By MAE ANDERSON and DEE-ANN DURBIN
AP Business Writers
NEW YORK (AP) For the first time since 1983, when Anheuser-Busch used all of its ad time to introduce a beer called Bud Light, the beer giant isn't advertising its iconic Budweiser brand during the Super Bowl. Instead, it's donating the money it would have spent on the ad to coronavirus vaccination awareness efforts.
Anheuser-Busch still has four minutes of advertising during the game for its other brands including Bud Light, Bud Light Seltzer Lemonade, Michelob Ultra and Michelob Ultra Organic Seltzer. Those are some of its hottest sellers, particularly among younger viewers.
But the decision to not do an anthemic Budweiser ad - which over nearly four decades has made American icons of frogs chirping ''Budweiser,'' guys screaming ''Whassup!'', and of course the Budweiser Clydesdales - showcases the caution with which some advertisers are approaching the first COVID-era Super Bowl.
''We have a pandemic that is casting a pall over just about everything,'' said Paul Argenti, Dartmouth College professor of corporate communication. ''It's hard to feel the exuberance and excitement people normally would.''
The Anheuser-Busch move follows a similar announcement from PepsiCo., which won't advertising its biggest brand, Pepsi, in order to focus on its sponsorship of the the halftime show. (It will be advertising Mountain Dew and Frito-Lay products). Other veteran Super Bowl advertisers like Coke, Audi and Avocados from Mexico are sitting out the game altogether.
These big-brand absences are just one more way Super Bowl LV will look very different from previous years. Attendance at the game will be limited to 22,000 people, about a third of the more than 65,890 capacity of Raymond James Stadium in Tampa, Florida. And Super Bowl parties will be more likely to be smaller affairs with pods or families.
''I think the advertisers are correctly picking up on this being a riskier year for the Super Bowl,'' said Charles Taylor, marketing professor at Villanova University. ''With COVID and economic uncertainty, people aren't necessarily in the best mood to begin with. There's a risk associated with messages that are potentially too light. ... At the same time, there's risk associated with doing anything too somber.''
The pandemic has cut sharply into sales for many Super Bowl advertisers. With pricey ads costing an estimated $5.5 million for 30 seconds during the Feb. 7 broadcast on CBS, some may have decided it's not worth it this year. Coca-Cola, for example, has been hard hit since half of its sales come from stadiums, movie theaters and other usually crowded places that have been closed during the pandemic. It announced layoffs in December, and said it said it wouldn't advertise this year to ensure it's ''investing in the right resources during these unprecedented times.''
To fill the void, newcomers like the TikTok rival Triller, online freelance marketplace Fiverr and online car seller Vroom are rushing in to take their place. Returning brands include M&M's, Pringles, Toyota and others.
Companies that are running ads this year face a number of challenges. Super Bowl ads are usually developed months in advance and shot in the fall, meaning that ads airing in two weeks were shot under costly pandemic conditions and without any idea how the presidential election would turn out. That further complicates the already delicate process of striking a tone that acknowledges what's happening with the world, managing to either entertain or tug at viewer heartstrings, and finding a way to tie it all back to their brand.
''It's a tough year to do an ad,'' Argenti said. ''It will be a good year for creative companies who figure out how to thread that needle.''
Monica Rustgi, Budweiser's vice president of marketing, said the brand is still calculating how much it will spend on vaccine awareness. But she said it will be a ''multi-million dollar'' commitment that includes donating airtime throughout this year for the nonprofit the Ad Council and COVID Collaborative's COVID-19 Vaccine Education Initiative.
Budweiser will still have a marketing presence around the big game. Starting Monday, the brand will air an ad that celebrates resilience during the pandemic, including a socially distanced birthday parade and athletes in Black Lives Matter jerseys. The ad, narrated by actress and director Rashida Jones, ends with health care workers getting vaccinated and talks about Budweiser's donation.
In the era of social media and digital advertising, brands aren't limited to running ads during one event, since consumers can see them online, everywhere from Facebook and Twitter to YouTube, Budweiser's Rustgi said. Budweiser's Super Bowl step-back also won't be long-term, she said.
''The Super Bowl is the most popular sports event, aside from the World Cup, that anybody is going to see,'' added Dartmouth's Argenti. ''An event that draws that many people to the advertising is never going to go away.''
Interview with a Champ
The Philadelphia Eagles agreed to terms with former Los Angeles Chargers offensive coordinator Shane Steichen on Monday as their new offensive coordinator, according to a source. Steichen was key in the development of rookie quarterback Justin Herbert in 2020. New head coach Nick Sirianni and Steichen worked together with the Chargers for four years until Sirianni left for the Colts in 2018. Steichen started coaching in the NFL in Cleveland in 2013 as a quality control coach. He left for San Diego the following season and was their quality control coach for 2014-15. The 35-year-old took over the Chargers offense last season and helped nurture Herbert to a record-setting rookie season. Steichen will try and help Carson Wentz rebuild after the worst season of his career.
New Orleans Saints quarterbacks coach Joe Lombardi is expected to become the new offensive coordinator of the Los Angeles Chargers, according to sources. New head coach Brandon Staley played under Lombardi for one year at Mercyhurst University in 2005 when Lombardi was the offensive coordinator. Lombardi is the grandson of Hall of Fame coach Vince Lombardi and was the offensive coordinator for the Lions in 2014-15, but he was fired after a 1-6 start in his second year. He started his NFL career as a defensive assistant with the Falcons in 2006 before being hired by the Saints as an offensive assistant in 2007. Lombardi spent 12 seasons working with head coach Sean Payton and quarterback Drew Brees in New Orleans and has also tutored QBs Teddy Bridgewater, Taysom Hill and Jameis Winston in recent seasons. He'll be tasked with working with Justin Herbert, who became the youngest QB in history to throw 30 touchdowns in his rookie season.
Green Bay Packers quarterback Aaron Rodgers was uncertain about his future after the team's 31-26 loss to the Buccaneers in the NFC Championship on Sunday. The 37-year-old is expected to win the MVP this year and is under contract through the 2023 season via the $134 million extension he signed in 2018. But the Packers also drafted Jordan Love, Rodgers' possible replacement, in the first round last year. Rodgers threw 48 touchdowns and only five interceptions in the regular season in 2020, but he also became the first QB in NFL history to lose four straight appearances in a conference championship. If Green Bay were to move on from Rodgers this offseason, they'd save just $4.76 million on the salary cap and would have $31.556 million in dead money. Rodgers may be contemplating retirement, but the Packers want him back and he'd be a high-end QB1 if he does return after going 33-for-48 for 346 yards, three touchdowns and one interception in the loss to Tampa to end the season.
The Los Angeles Chargers are hiring Denver Broncos defensive backs coach Renaldo Hill as their new defensive coordinator on Monday, according to sources. Hill worked with head coach Brandon Staley in Denver in 2019 and played in the league for a decade. Staley said last week that he will be making the defensive play calls in his first season as head coach in LA. Hill will be replacing Gus Bradley, who left to become the defensive coordinator for the Las Vegas Raiders. Hill will help oversee a defense that ranked 10th in the NFL last year and features three-time Pro Bowl defensive end Joey Bosa, rookie linebacker Kenneth Murray Jr. and standout safety Derwin James, who missed all of 2020 with a knee injury.
Baltimore Ravens QB Lamar Jackson could sign an extension this offseason, according to general manager Eric DeCosta, who will begin talks with Jackson in 10 days.
Fantasy Spin: Jackson ended up the QB10 in traditional leagues as he missed a game due to COVID-19. With the emergence of Josh Allen, Justin Herbert and others, the position has become pretty loaded. Dak Prescott (leg) is expected back to join the flux of QB1s. A midrange QB1 is probably where Jackson is supposed to be considering the plights he faces through the air. Don't overdraft him for the rushing numbers next season because the gap has narrowed.
Buffalo Bills QB Josh Allen completed 28 of his 48 passes for 287 yards, two touchdowns and an interception and rushed seven times for 88 yards in a 38-24 loss to the Kansas City Chiefs in the AFC Championship Game Sunday, Jan. 24. RB Devin Singletary was bottled up, rushing for 17 yards and six carries and gaining nine yards on two catches. WR Cole Beasley had seven grabs for 88 yards, WR Stefon Diggs had six receptions on 11 targets for 77 yards, and TE Dawson Knox caught six balls for 42 yards and a touchdown. WR Isaiah McKenzie caught a six-yard touchdown pass on his only reception, and RB T.J. Yeldon had seven touches for 56 total yards. S Jordan Poyer led the defense with eight tackles, including six solo stops.
Kansas City Chiefs wide receiver Tyreek Hill put together another strong performance on Sunday versus the Buffalo Bills in the AFC Championship Game. Hill caught nine of his 11 targets for a team high 172 yards against the Buffalo Bills in the AFC Championship Game. Hill wasn't able to get a touchdown in this contest, but he was dominant nonetheless. Hill has had a phenomenal season and he will look to keep that going versus a tough Tampa Bay Buccaneers Defense in Super Bowl 55. He remains one of the best at his position and will be a top option for those participating in DFS.
Kansas City Chiefs QB Patrick Mahomes completed 29 of his 38 passes for 325 yards and three touchdowns in a 38-24 win over the Buffalo Bills in the AFC Championship Game Sunday, Jan. 24. WR Tyreek Hill had nine catches for 172 yards, and TE Travis Kelce had 13 receptions for 118 yards and two touchdowns. WR Mecole Hardman had two catches for four yards and a score to go along with a 50-yard run and a lost fumble on special teams. RB Darrel Williams rushed 13 times for 52 yards and a touchdown and added one catch for nine yards. Clyde Edwards-Helaire had six carries for seven yards and a score. LB Frank Clark recorded a pair of sacks, and S Juan Thornhill broke up four passes.
Kansas City Chiefs running back Clyde Edwards-Helaire scored a touchdown in his return to action versus the Buffalo Bills in the AFC Championship Game. The rookie player a minor role on Sunday with Darrel Williams being the featured back and Le'Veon Bell (knee) inactive. CEH picked up just seven yards on six carries and caught one of his two targets for zero yards, but it was good to see him return to action for the first time since injuring his ankle and hip in Week 15. Edwards-Helaire will now have two weeks to rest up before facing a tough Tampa Bay Buccaneers Defense in the Super Bowl and he should be avoided in DFS for that contest.
Kansas City Chiefs running Darrel Williams rushed the ball 13 times for 52 yards and a touchdown versus the Buffalo Bills in the AFC Championship Game. Williams has performed well with Clyde Edwards-Helaire sidelined, but the rookie returned on Sunday and figures to play a bigger role in the future. Williams will also have to compete with Le'Veon Bell (knee) who was inactive on Sunday and could return for the Super Bowl. The Chiefs are a pass heavy team and will face a tough Tampa Bay Buccaneers Defense Super Bowl 55. That will make Williams a risky option in DFS.
Kansas City Chiefs quarterback Patrick Mahomes helped lead his two to their second consecutive Super Bowl with a victory against the Buffalo Bills in the AFC Championship Game. Mahomes was his usual self and completed 29 of his 38 pass attempts for 325 yards and three touchdowns. He also rushed the ball five times for five yards. Mahomes is now the only player in NFL history to reach three straight championship games before the age of 26 and will now go to his second straight Super Bowl. Mahomes is putting up legendary numbers in his young career and he will square off against Tom Brady and a tough Tampa Bay Buccaneers Defense for the chance to win his second Super Bowl ring in two weeks.
Kansas City Chiefs tight end had a monster night versus the Buffalo Bills in the AFC Championship Game. Kelce has been setting all kinds of records this season and he has now jumped Rob Gronkowski for the most receiving yards in a season that includes the postseason for a tight end. Kelce had 13 catches on 15 targets for 118 yards and a pair of touchdowns. Kelce remains the top option with wide receiver Tyreek Hill for the Chiefs and he should be expected to play a big role in the Super Bowl versus the Tampa Bay Buccaneers. Kelce remains the top tight end option in the league and he will be one of the safer options in DFS.
Kansas City Chiefs wide receiver Mecole Hardman had himself a day versus the Buffalo Bills in the AFC Championship Game. Hardman had a rough start to the contest by dropping a punt that would lead to a Bills touchdown, but salvaged his day by catching two of his three targets for a 3-Yard touchdown and four total yards on the evening. He also picked up 50 yards on his lone carry. Hardman is an exciting player, but remains a shaky play for managers with the Chiefs having so many options on offense. Wide receiver Sammy Watkins (calf) also sat out this contest and his return would factor into Hardman's snap count. Hardman is always capable of breaking a big play and he will look to do that versus the Tampa Bay Buccaneers in Super Bowl 55.
Kansas City Chiefs TE Travis Kelce went over 100 receiving yards in the third quarter of the AFC Championship Game against the Buffalo Bills. He became the first tight end in NFL history with five postseason games of 100 or more receiving yards.
The Tampa Bay Buccaneers Defense played another strong game in a 31-26 win over the Green Bay Packers in the NFC Championship game. Tampa Bay sacked Aaron Rodgers five times, forcing one interception and a fumble in the huge win. The Buccaneers' pass rush was fueled by two players- linebacker Shaquil Barrett, who had three sacks and four quarterback hits, and defensive end Jason Pierre-Paul, who had two sacks. Rising star Devin White led the team in tackles with 15, as he was a thorn in the side of the Packers' offensive plans all game long. Tampa Bay's defense will have its hands full in the Super Bowl against either Patrick Mahomes or Josh Allen, though this unit is playing some excellent football at the right time.
Tampa Bay Buccaneers tight end Rob Gronkowski caught just one pass for 29 yards in his team's 31-26 win over the Packers. Gronkowski went catch-less through three quarters before picking up 29 yards on a screen pass in the fourth quarter, setting up Tampa Bay for a field goal. The former Patriot has nearly been an every-down player for the Buccaneers in the playoffs but has done little as a pass-catcher, as he's taken a backseat to fellow tight end Cameron Brate. No stranger to the big game, Gronkowski will get a chance to redeem himself in the Super Bowl.
Tampa Bay Buccaneers tight end Cameron Brate played a key role in another playoff victory for his team. Brate produced just 19 total yards, though he caught a third-quarter touchdown that helped extend the Buccaneers' lead to 28-10. The Harvard product exceeded 50 yards just once in the regular season but has accomplished the feat twice in Tampa Bay's three playoff wins. Tom Brady clearly has a trust for Brate as a pass-catcher, something that appears likely to continue as Tampa Bay prepares to be the first team to host and play in the Super Bowl.
Tampa Bay Buccaneers S Jordan Whitehead (shoulder) suffered a shoulder injury in the second half of the NFC Championship Game against the Green Bay Packers. He will have two weeks to recover before Super Bowl LV.
Tampa Bay Buccaneers wide receiver Scotty Miller saw extended playing time with Antonio Brown (knee) sidelined and made the most of it. Miller caught two passes for 36 receiving yards and a touchdown in the NFC title game victory. He came up with a huge play at the very end of the first half, hauling in a 39-yard bomb from Tom Brady with just seconds left until halftime. Miller has shown a knack for making big plays when given the playing time, as he has three scores this year of 30 yards or more. His services may not be needed in the Super Bowl if Antonio Brown (knee) is healthy.
Tampa Bay Buccaneers wide receiver Chris Godwin enjoyed a strong game in Sunday's NFC title game win over Green Bay. Godwin hauled in five of a team-high nine targets for 110 receiving yards. He came up with a huge, 52-yard grab that led to a Leonard Fournette touchdown in the first half. Godwin has exceeded 70 receiving yards in four of his last five contests and has led the Buccaneers in targets in each of their three playoff wins. While Antonio Brown (knee) will have a good chance of returning in time for the Super Bowl, Godwin should remain Brady's top target for the big game in Tampa Bay.