Flat Matt, Falling Lemons And Digital Dolly: The 2021 Super Bowl Ads

Image: Bud Light Seltzer Lemonade commercial. Review of 2021 Super Bowl ads by Eric Deggans. NPR, Morning Edition – February 8, 2021.

If you saw Bud Light’s “Legends” ad during the Super Bowl — the one featuring everyone from Cedric the Entertainer to Post Malone in an Avengers: Endgame-style gathering of the brand’s biggest stars — this element stood out like the Bud Knight at a square dance.

No masks. No social distancing. No signs at all of the pandemic as a gang of beloved mascots crowded together to make sure football fans have their Bud Light on Super Bowl Sunday.

“We did talk about, ‘Should everyone be wearing a mask [in the spot]?’ ” said Andy Goeler, vice president of marketing for Bud Light, when I talked to him well before the game. “But we felt the spot was a bit surreal and we had the ability to not have people wearing masks and kind of [avoid] reminding people of the time we’re in.”

That sort of escapism stood out in the flood of commercials airing in the Super Bowl, priced up to $5.5 million for 30 seconds of airtime. […]

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Video: Bud Light Seltzer Lemonade – Super Bowl LV – “Last Year’s Lemons”

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