Big Alcohol's Ad Blitz: The Only Thing Anyone Remembered from Super Bowl LIII

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Super Bowl LIII may go down in history as the worst Big Game of all time. Still, in one way it met expectations: as a showcase for megabrewer AB InBev, who spent over $50 million to put branded alcohol content in front of millions of underage eyes. That marks the largest ad buy for the bigggest name in Big Alcohol, ever.

Alcohol Justice has long condemned the flood of alcohol that permeates the Big Game. Super Bowls attract an estimated 30 million underage viewers, and the close association with beer (amplified by the rise of viewers who “watch it for the ads”) normalizes consumption—even makes it seem obligatory. This is worsened by AB InBev’s cynical decision to use “ASMR,” an online, youth-oriented video trend wherein amplified whispers draw the viewer in, in its signature ad. Clearly, the time is long past for the NFL to get AB InBev out of the SuperBowl.

But while they remain there, Alcohol Justice will shout back at the TV. Watch our newest videos below. We promise there is more going on in the two minutes of footage we put together than in the entire 27 minutes the Rams had the ball.

• Michelob ASMR Super Bowl Parody
• 30 Million Underage Youth Exposed to Alcohol Ads

READ MORE about AB InBev’s history of using the Super Bowl to reach children.

WATCH youth-made videos meant to Free Our Sports.

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