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Published February 3, 2019 | Carolyn Fortuna
February 3, 2019 of Carolyn Fortuna with renewable energies constantly in the news these days – The tweets of AOC the L & 39 Sunrise Movement's activism, the Tesla phenomenon, rapidly decreasing costs of solar energy – is it surprising that Budweiser is joining the trend? The Anheuser-Busch Budweiser has a certain appeal for a green public in its Super Bowl LIII ad, entitled "The Wind Never Feels Better".
The themes of social and ecological justice were also discussed in previous Budweiser commercials. Why is the # 1 beer on the US beer market (which controls 46% of total US industry sales) now targeting people who are pushing the US to abandon fossil fuels?
A dog, a team, a nod to sustainable development
The Budweiser Super Bowl 2019 is really very simple. For most of the 61 seconds, he focuses on Alice, a Dalmatian bitch with lip-smacking ears that slaps her lips as she sits at the top of a car pulled by Clydesdale. In the latest shots, sales executives are looking to identify wind-dotted hills, along with Bob Dylan's "Blowin 'in the Wind," reinforcing not so subtle the theme and slogan "Now brewed with wind energy ".
According to from AdWeek Announcement of Budweiser, with its overt commitment to renewable energy, is the most watched Super Bowl spot of the year since its anticipated release on YouTube (14 million views and growing) .
Anheuser-Busch is used to getting great visibility with its Super Bowl commercials. It has even been ranked at the forefront of an annual poll held as part of the Super Bowl Ad Meter hosted by USA Today . Indeed, two Budweiser commercials are at the top of the charts: a 2008 advertisement illustrating the theme of Rocky an underused character, and the 1999 advertisement entitled "Separated at Birth". at the entrance of Budweiser at this year's Super Bowl. So like now, Dalmatians are in the limelight. The 1999 advertisement follows two Dalmatian puppies that had been adopted by two separate owners, one after the other, after they became a mascot on the Clydesdales' car.
Anheuser-Busch: Commitment to Renewable Energy
Anheuser-Busch declares its commitment to sustainable use of energy, its operations taking advantage of the forms energy alternatives offered to breweries, logistic fleets and wholesale trade. It announced in 2017 that by 2025, 100% of the electricity purchased to power its brewing and vertical operations would come from renewable sources.
The Atlanta host city will be 100% powered by wind energy during the Super Bowl week. LIII due to a donation from Anheuser-Busch InBev, a member of the RE 100 group. Atlanta is part of the Mayors for 100% Clean Energy campaign and plans to run on clean energy from the market. At least 2035.
The electricity used to power Atlanta during the week of the Big Game will come from clean, renewable energy. on the Thunder Ranch wind farm of Enel Green Power in Oklahoma.
Critical Messages Regarding Distances and the Media
In the media-rich society we live in It is important to learn to critically badyze all types of media: websites, books, advertising, news, TV shows, movies, video games, magazines and music. The founder of the Media Education Lab, Renee Hobbs, has designed a "smartphone" displaying the various "apps" to badyze a multimedia text from one side and the "5 critical questions" of education. to the media on the other side.
these concepts to advertising for the Budweiser Super Bowl in 2019 to understand why the wind has become its protagonist.
Who is the author and what is it for?
The Budweiser agency selection process for this year's wind energy theme Super Bowl advertising began 8 months ago with a competitive terrain among several agencies. David Miami won, but the development process continued until November.
"The Super Bowl is one of the most exciting times of the year for our team and people from all over the country," said Ricardo Marques, vice president of marketing. Anheuser-Busch. basic and valuable brands, said in a statement. "Those who are waiting for the best commercials all year long are waiting for Budweiser to be a success. We felt that there was no better way to show up this year than to talk about our commitment to renewable electricity. "
But the push towards renewable energy has an important subtext. Carlos Brito, CEO of Anheuser-Busch InBev, said in 2017 that the company has long been thinking about how the beer sector can save energy. "In some markets, it's cheaper to do that route. It makes sense commercially. Anheuser-Busch InBev will allow developers to finance green energy by promising to buy the production under a power purchase agreement, which requires no down payment. A contract with a wind farm developer allows companies like Anheuser-Busch to buy a certain amount of energy over a long period, usually 20 years.
What techniques are used to attract and hold your attention ?
Numerous techniques have been carefully crafted in this announcement to respect the commonly accepted commercial-style conventions of the Super Bowl and to generate public interest in Anheuser-Busch. What is probably more interesting than the (absent) action that is getting up is that it seems that the film "The wind never feels better" was filmed with a camera perched on a drone – the photo move and hover, plunge and rise in the sky. It allows the viewer to travel with the team, instilling a sense of theft and symbolic freedom.
For more than 80 years, the Clydesdales have been icons for the brand, ranging from Prohibition to Super Bowl on Sunday. The Clydesdales refer to horse teams used to transport restored Budweiser beer carts from the beginning of the century
The Dalmatian was introduced to the traditional Budweiser Clydesdale procession in 1950 to celebrate the opening of the Newark brewery. These team mates played a vital role during the brewery's early days as they were trained to protect the horses and keep the carts while the drivers entered their deliveries.
Dylan sings in advertising that the answer to this question of many levels is blowing in the wind – climate change, social inequalities and a damn good beer will be the result if you buy for its product line.
What lifestyles, values and points of view are represented?
Wind energy plays a crucial role in reducing global greenhouse gas emissions. Wind is an energy source that is a viable alternative to fossil fuels, and the global installed capacity of wind energy has many economic and environmental benefits.
million. Anheuser-Busch Brands said: "We are proud to be the first Anheuser – The Busch brand and the first major brand of beer to be brewed with electricity from 100% renewable origin. 39, and, hopefully, we can take advantage of this moment to inspire others in our quest for a more sustainable future. "
AdAge notes that talking about a problem such as the environment is not everything to please, given that climate change is an often politicized subject, especially in However, Bud's advertising seems unlikely to elicit much reaction, as the brewer talks about his own operations and does anything that could be perceived as preaching.
[19659021] How do different people interpret the Message?
Electricity is difficult to understand because the public can not see it in everyday gestures. Although ubiquitous and necessary, activism in the field of electricity requires establishing an environmental impact and giving consumers the means to accept alternative energies. This is a problem in some areas.
For example, the Texas Public Policy Foundation recently published an article that explains that the current process of granting tax breaks in Texas conceals negotiations, attempts to implement costly California policies and inefficient, and is not really a market or innovations developed in Texas, but rather government patronage, special agreements benefiting large companies and masking hidden costs.
Arizona voters overwhelmingly rejected Proposition 127, which would have required Arizona's power services. 50% of their energy comes from renewable energies by 2030. The high cost of living, especially energy, largely explains the fact that many people leave California for work. install in less expensive areas such as Nevada, said Eric Eisenhammer, founder of the Coalition of Energy. Users and a political advisor from the Heartland Institute.
"High energy costs are one of the reasons California has become so expensive. and so many people are gone, "said Eisenhammer. "In California, the poor and the working poor have been left behind. Stephen Moore, of the Heritage Foundation, estimated that an average Nevada family would see its electricity bills increase by about $ 1,000 a year if issue 6 became law, "Eisenhammer said. "However, the costs could actually be much higher, because higher energy costs imply a higher cost of transactions across the economy and these costs would be pbaded on to consumers."
The inaccuracies in this statement are so egregious that it would take a whole article to demystify them. It goes without saying that the Heritage Foundation is a right-wing think tank whose main goal is to protect the fossil fuel industry's badets and the wealth of billionaires.
What is missing in the Budweiser message? 19659007] "Not everyone has a corporate social responsibility team to do what Budweiser is doing," said Drift, Greg's co-founder and CEO Robinson. "So when Budweiser discovered that Drift was helping people and businesses do what they were doing, by matching their electricity consumption to the clean energy provided by the real energy producers, they wanted to make it clear that we can all make a real difference today. "[19659007] Drift is a young software company created 4 years ago. It operates a peer-to-peer market allowing residential and commercial customers to purchase electricity directly from local suppliers of solar, wind, hydroelectric and renewable energy. The company has teamed up with Budweiser as part of a Super Bowl promotion that offers a free one – month trial of one of Drift 's green energy projects.
Renewable energies such as wind still face major obstacles. Some are inherent to all new technologies; others result from an asymmetric regulatory framework and market. According to the Union for Concerned Scientists, the most obvious and most publicized obstacle to renewable energies are the investment costs, or the initial expenses related to the construction and installation of solar and wind parks. Like most renewable energies, the exploitation of wind energy is inexpensive, with free fuel and minimal maintenance. Thus, the bulk of the expense comes from the construction of the technology.
Unlike nuclear, coal and natural gas, wind is modeled on a decentralized model in which small power plants spread over a large area work together to provide energy. . The "choice of a site" means the need to locate items such as wind turbines and solar parks on land. This requires negotiations, contracts, permits and community relations, all of which can increase costs and delay or kill projects. The term "transportation" refers to the power lines and infrastructure needed to carry electricity from where it is generated to where it is consumed. Since wind is becoming a norm, most of what exists today has been built to serve major nuclear and fossil fuel power plants.
And let us not forget that, for most of the last century, American electricity has been dominated by some major players, including: coal, nuclear and natural gas. US influence on the multi-billion dollar fossil fuel industry continues to be overreached politically, even when politicians are asked to sign a pledge to Donation of the No Fossil Fuel Money campaign.
Commercials
The Clydesdales featured in at least one Super Bowl ad each year, from the Super Bowl IX in 1975 to the Super Bowl LI in 2017. A favorite of perpetual fans during Super Bowl Sunday, the horses made their debut in 1975 and appeared in more than 40 Super Bowl ads.
However, in 2018, Budweiser replaced the Clydesdale motive with employees stopping production of Budweiser at its brewery in Cartersville, Georgia, and distributing emergency water cans to victims of natural disasters in Texas. , Florida, Puerto Rico and California, with an interpretation of "Stand By Me" in the background.
In a politically charged era In which the Trump administration began training Austria to immigrants, Budweiser directed an advertisement on his co-founder, Adolphus Busch, and his trip from Germany to St. Louis in 1857.
Budweiser has been included in other videos on the marketing of renewable energies. In 2016, Otto, an Uber start-up, introduced one of its trucks equipped with autonomous driving technology because it was carrying a load of Budweiser beer from Fort Collins, in Colorado County. in Colorado Springs, a distance of about 200 km. The companies have called the first commercial delivery using a standalone truck.
The truck hit Interstate 25 with an empty driver's seat.
Final Thoughts
The Kentucky Coal Association is one of the groups that have tackled the announcement of the Budweiser Super Bowl 2019, according to the report. Energy Policy Institute. Their attack echoed the project of a coal defense group called the Committee for a Constructive Future.
The American Energy Alliance, the "advocacy arm" of the Institute for Energy Research, also criticized the validity of the Budweiser announcement. and these other affiliated political groups have received millions of dollars from the Koch brothers as well as from the coal industry. Kevon Martis, an anti-wind activist linked to the Institute for Energy Research and other groups funded by polluting industries, quickly joined the attack.
Hmmm. Maybe the Green New Deal activism makes these beaks for the nerve fossil fuel industry.
Yes! Continue, everyone!
Tags: Anheuser-Busch InBev , Budweiser
About the Author
Carolyn Fortuna Carolyn Fortuna, Ph.D. is a writer, researcher and educator who has always been involved in eco-justice. She has won awards from the Anti-Defamation League, the International Association for Literacy and the Leavy Foundation. It integrates scholarship with digital media and learns how to raise awareness of sustainable development issues. Follow me on Twitter and on Facebook and Google+
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