In 2018, Budweiser's famous Clydesdales looked like they were going to miss a Super Bowl ad appearance for the first time since 2001.
The brand instead planned to use its 60 seconds for this Bud-branded spot by David that touts Anheuser-Busch InBev's philanthropic water giveaway program. The canned water donation initiative is activated in the wake of natural disasters, like the hurricanes that ravaged Texas and Puerto Rico in 2017.
Four days before the game, however, Bud decided to give the Clydesdales a sliver of costly screen time after all, running a five-second so-called bumper ad in the second quarter to promote a "Clydesdales Cam" showing the horses live on Bud's Facebook page. That technically extended the Clydesdales' Super Bowl TV streak to 18 years. Indeed, they actually got more air time than last year, when they made a blink-and-you'll-miss-it appearance in a spot that told the story of how German immigrant Adolphus Busch founded the company ("Born the Hard Way").
Hyundai also used Super Bowl LII to promote philanthropic efforts, in its case featuring a nonprofit group it funds called Hyundai Hope on Wheels that fights pediatric cancer ("Hope Detector").Send credit info to [email protected].