Budweiser: Bigger Picture – not a Super Bowl Commercial

For the first time in 37 years, Budweiser is foregoing its iconic in-game Super Bowl airtime and reallocating the media investment to help support recovery in the on-premise through vaccine awareness and education throughout the year. This year, Budweiser will be running its ad digitally in the week leading up to and during the game. The piece, entitled “Bigger Picture,” celebrates the individual acts of resilience that sparked hope during the last year and spotlights a group of first responders who were among the first people to receive the vaccine.

Created by DAVID Miami, “Bigger Picture,” through found and shot footage, shows the moments in 2020 where ordinary Americans came together to do something extraordinary, including:

• Neighbors singing together while in lock-down
• Neighbors taking down barriers to create community
• Birthday car parades
• Virtual work meetings with man’s best friend
• NBA players kneeling in unified support of the Black Lives Matter movement
• The Lakers winning their 17th NBA finals title
• Americans celebrating while waiting in lines – to vote, at the grocery store and more
• A group of healthcare workers receiving the vaccine

The campaign film, titled “Bigger Picture,” heroes some of the most inspiring, but not always talked about, stories of 2020. Similar to its 2020 Super Bowl spot, Budweiser is once again turning the camera on those it believes deserve to be celebrated right now – the ordinary people of America who showed incredible resilience and overcame the challenges of 2020.

The film starts with a recreation of a viral video from early in the pandemic of a man singing “Lean on Me” out his apartment window, followed by his neighbors joining in. The song by beloved singer Bill Withers, who passed away in early April 2020, provided renewed inspiration during the initial lockdown and serves as a backdrop to “Bigger Picture,” directed by Morgan Harary, best known for his visually stunning work on behalf of many popular brands, and narrated by Rashida Jones.