Superstitions (advertising campaign)

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"Superstitions" is an advertising campaign for Anheuser-Busch's Bud Light that debuted for the 2012 season of the National Football League. It was followed by "Dilemmas" in the 2013 season. [1] The campaigns include television commercials that depict the superstitions that fans believe to help their teams win. The tagline for the campaigns is "It’s Only Weird If It Doesn’t Work".

The 2012 season kicked off with the spot "Very Superstitious", included "Labels Out", and ended with two spots for the Super Bowl, "Lucky Chair" and "Journey". [2] The rituals in "Very Superstitious" have been cited as an example of socially desirable superstitious behavior. [3]

The 2013 season kicked off with "Quinoa" [1] [4] and followed up with "Ramsey", [5] "Basement", [6] and "Jukebox". [7]

References

  1. 1 2 Anheuser-Busch (September 6, 2013), "Bud Light Kicks Off Fan-Centric NFL Campaign", Anheuser-Busch.com Press Releases
  2. ↑ Stampler, Laura (January 11, 2013), "Bud Light's Ad Chief Tells Us About The Inspiration Behind His Super Bowl Spots", Business Insider
  3. ↑ Hamerman, Eric; Johar, Gita (October 20, 2013), "Conditioned Superstition: Desire for Control and Consumer Brand Preferences" , Journal of Consumer Research, 40 (3): 428–443, doi:10.1086/670762, S2CID   44190388
  4. ↑ Bud Light NFL - "Quinoa" on YouTube
  5. ↑ Bud Light NFL - "Ramsey" on YouTube
  6. ↑ Bud Light NFL - "Basement" on YouTube
  7. ↑ Bud Light NFL - "Jukebox" on YouTube

Further reading


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