Stella Artois' Super Bowl spot has an "investment" theme this year, but rest assured, it's nothing to do with GameStop or Robinhood. Instead, it features musician Lenny Kravitz encouraging viewers to savor moments together by "investing in heartbeats."
The ad for the Anheuser-Busch InBev brand, created via Mother London, begins with Kravitz telling us "We're all born with 2.5 billion heartbeats...that makes you a billionaire." He starts to play his song "It Aint' Over Till It's Over" and morphs into a stylized animated version of himself. "Let's not waste the fortune in us," he opines. "Invest in each other...in the moments we share."
The spot is running regionally in markets including New York, Chicago, Las Vegas, Los Angeles, Philadelphia, Miami and Washington DC. It continues the brand's "Life Artois" campaign which kicked off last July, and features stylized, nostalgic illustrations and a theme of savoring moments together. However, the "investment" theme is new and will be continued in out-of-home ads and on social media. Billboards, for example, will feature captions such as "Invest in shares" with plates of sharing food, and "invest in big meetings" depicting groups of friends drinking together. On social, Stella will let you tag a friend who you want to "invest in", for the chance to win a complimentary round of beer to savor together.
Stella Artois is no stranger to celebrity-fronted Super Bowl ads. It last advertised in the Super Bowl in 2019, with an ad featuring Sarah Jessica Parker and Jeff Bridges. Prior to that in 2018, it featured Matt Damon in its Super Bowl spot.