This ad is a gift from Budweiser.
It’s a short, touching story of a puppy that gets lost, is threatened by a vicious coyote, and is rescued by the puppy’s massive Clydesdale friends. The ad is like a Hallmark ad, a warm experience for viewers.
The McDonald’s ad on the Super Bowl gave viewers a little sample of the experience of visiting a McDonald’s. The Coke ad on the Super Bowl gave viewers a little sample of the experience of drinking a Coke. But this ad does not give viewers a little sample of the experience of drinking a Budweiser.
This ad is simply an entry into the Best-Liked-Ad contest that is part of every Super Bowl. Viewers have seen the puppy and the Clydesdales before. The story, though new, doesn’t seem particularly fresh. The ad isn’t aimed at beer drinkers but at the general Super Bowl audience.
The only thing the ad communicates about Budweiser is that the brand knows you like puppies and Clydesdales and warm stories, and you’re welcome.
For the Super Bowl, maybe that’s enough. The ad gets talked about online, in the press, and at the office the next day. And people feel a little better about Budweiser because the brand gave them this gift.