Super Bowl XLII saw Anheuser-Busch, the exclusive malt beverage sponsor of the game, devote six of its seven commercial slots and an estimated $18 million in air time to one brand, Bud Light, as it bulked up in the face of growth from Miller Lite and Coors Light.
"Endorsement" by DDB Chicago was the final Bud Light ad to run during the game. It gained points with viewers for showing Will Ferrell in character from his movie "Semi-Pro," in which he plays Jackie Moon, a player-coach-owner with the American Basketball Association's Flint Michigan Tropics.
Ferrell would appear in another Super Bowl campaign, or at least a Super Bowl-esque one, for Old Milwaukee in 2011. Barred from national Super Bowl ads by Anheuser-Busch's exclusive beer sponsorship, and perhaps by ad budget constraints as well, Old Milwaukee ran a spot starring Ferrell in just one market: North Platte, Neb.
BRAND: Bud Light
QUARTER AIRED: Q4