TORONTO, Feb. 2, 2016 /CNW/ - Budweiser is kicking off Super Bowl 50 with an electric new ad featuring the award-winning actor, Helen Mirren, and its boldest-ever stand against drinking and driving. In the spot called "Simply Put," Mirren tells viewers in unexpected and powerful terms that driving after drinking is selfish. She urges people not to be a "pillock," saying they'll be thanked by their future selves and others for making better decisions.
"Helen Mirren's combination of grit and charisma will grab support for an unorthodox message that's going to make everyone sit up in their chairs and rethink drinking and driving," says Andrew Oosterhuis, director of marketing, Budweiser. "The Super Bowl is one of the biggest celebrations of the year, making it the perfect time to spark important conversations that lead to smart plans to get home safely."
According to Budweiser, the spot draws on consumer feedback in North American focus groups that emphasized the importance of standing up to those who drive under the influence with a "'This-Bud's-Not-For-You' attitude." A 2011 Traffic Injury Research Foundation Road Safety Monitor Report on Youth Drinking and Driving shows 86% of Canadian drivers aged 16-24 agree or strongly agree to not being able to drive safely after drinking alcohol. Oosterhuis says Simply Put aims to increase that percentage.
The spot closes on #GiveADamn, which invites viewers to share their commitment not to drink and drive on Super Bowl Sunday and take to social media using Mirren's spirited approach.
"We're using the strength of Canada's best-selling beer to empower people to participate and take personal responsibility to eliminate drinking and driving," says Oosterhuis. "Simply Put asks people to stop the careless, and start the caring."
"Simply Put" will air during Super Bowl 50 on February 7 and can be viewed at the link below in advance of Sunday's game: https://youtu.be/iDLUYcAC6yc.
Budweiser has a strong track record for promoting responsible drinking and road safety in Canada. Current examples include the Budweiser Good Sport Program, through which Budweiser partners with major league sports teams across the country to promote responsible drinking and the use of designated drivers at sporting events; and the Tackle Impossible Road Safety Challenge, an initiative that empowers young adults to help develop solutions that address drinking and driving. Budweiser is a brand of Labatt, which has pioneered responsible enjoyment initiatives in Canada for more than three decades, often in partnership with others. In September of 2015, Labatt joined with the industry as "Partners for Safer Communities" to promote designated drivers. Labatt is part of Anheuser-Busch InBev, the only brewer in the world with Global Responsible Drinking Goals.
For further information: Laura Ballantyne, Veritas Communications Inc., firstname.lastname@example.org, 647-588-6817; Tamar Nersesian, Labatt Breweries of Canada, Tamar.Nersesian@labatt.com, 416-361-5247