Why Did Budweiser Make The 2015 Lost Dog Commercial
For the past several years, Budweiser has been running a series of commercials that follow a dog searching for its owner on Super Bowl Sunday. The first installment was released in 2015, and since then they have continued to produce similar commercials with varying content. Why do they continue to use this theme? One reason is because it works. Since their 2015 ad aired during Super Bowl 50, Budweiser saw an increase in sales by 3%, which is more than any other beer brand on the market.
Why Is Budweiser Marketing Around The Super Bowl
As the most watched television event in the United States, it’s no surprise that companies want to use the Super Bowl as a platform for their advertising campaigns.
In addition to reaching an enormous audience at once, advertisers also benefit from other features of the Super Bowl:
Value of A Super Bowl Ad Compared To The Average Commercial
The value of a Super Bowl ad is unparalleled. A 30 second spot on the Super Bowl costs $5 million, but that money is well spent. After all, commercials during this event get more viewership than any other commercial time slot in the year. In 2014, there were 114 million viewers who watched at least part of the game—and that number was up from 113 million in 2013 and 111 million in 2012 (according to Ad Week).
These commercials are also remembered long after they air. According to a survey conducted by USA Today Sports Media Group and Advertising Age: “Super Bowl ads ranked as people’s top picks for most memorable spots despite being seen only once during game broadcasts; many viewers said they’d like to see humorous spots run again with new endings.”
Emotional Appeal Is Effective In Advertising
Emotional appeal is one of the most effective ways to connect with consumers. When done well, it can help you convey your message in a way that speaks directly to people’s emotions and motivates them to take action.
Budweiser’s commercial for the 2015 Lost Dog campaign was emotional because it spoke directly to a number of people’s feelings about dogs. The opening scene shows a dog running down a beach as people call out their names and try to catch up with him on foot and in boats; this creates an emotional connection between viewers and the dogs featured in this ad by making them seem like friends or family members who are missing and being frantically searched for by others. Additionally, Budweiser used music that evoked sadness because it helped create an emotional response from viewers; this type of musical score is often used when someone has died so that viewers feel sad about what happened (or might happen).
Budweiser has continued to market on the Super Bowl with similar creative and has seen success as a result.
Budweiser has been a Super Bowl advertiser since the 1990s. In fact, it’s one of only three brands that have consistently advertised on the Super Bowl for the past 20 years (the other two being Coca-Cola and Anheuser-Busch).
In addition to its consistent presence at the Super Bowl, Budweiser has also been using similar creative since at least 1991. Its ads typically involve an animal (like a puppy), but they’ve also featured horses and even pandas in previous years’ spots. Each commercial focuses on capturing an emotional response from viewers as opposed to pushing any kind of specific product or service. Whether this strategy is successful depends on how you define success: Budweiser saw increased sales after its 2015 commercial aired, but these gains were short-lived compared with those experienced by other brands like Apple, who had seen substantial increases in market share following their own commercials during previous years’ games.
Budweiser’s Lost Dog commercial is a great example of how emotions can be used in effective advertising. The ad was created to tug at viewers’ heartstrings, which made Budweiser a household name and helped them exceed expectations with their Super Bowl ad in 2015.
