Anheuser-Busch is bringing six EMA Gold and Green Seal commercials to the Super Bowl.
The 2021 Super Bowl (LV) is not like other years. Of course, we’re battling the never-ending pandemic, which will un-cramp the usually packed event. We’ll also see a few other firsts: Tom Brady playing in his tenth SB. It’s also the first time a team appearing in the Bowl is playing in their home stadium. Super Bowl LV takes place at Tampa Bay’s Raymond James Stadium this coming Sunday.
But it’s this other first that has environmentalists most excited. Anheuser-Busch is running a series of commercials that are Green and Gold-certified by the Environmental Media Association (EMA). EMA is a nonprofit that focuses on green production and efforts to raise environmental awareness. (Kind of like the David Attenborough of production.)
The EMA’s Green Seal means adhering to guidelines for sustainable production for TV, movies, and events. Anheuser-Busch met the Green Gold Seal minimum, by ticking off a checklist of points, meeting the required minimum for excellence in sustainable production. This includes all areas of production, makeup, catering, transportation, among others. Vendors and suppliers also have to meet EMA requirements for the brand to qualify.
A Sustainable Future
“Working with Anheuser-Busch to create the most up to date criteria for sustainable commercial production is ground-breaking for the advertising world,” Debbie Levin, CEO, EMA, said in a statement. “The Super Bowl is ‘the’ gold standard for sports programming and to role model and promote sustainably responsible production for an audience that wide will create a new mandate to follow suit. We are so thrilled to begin this path with a company whose environmental goals have been authentic and widespread across the company.”
The commercial for Stella Artois, released today as a preview, features vegan musician Lenny Kravitz. In the spot, he tells the audience we’re all “billionaires” because “we’re all born with 2.5 billion heartbeats.” A Bud Light Seltzer Lemonade spot dropped last week, dropping an exclamation point onto the “lemon” that was 2020.
“At Anheuser-Busch, we recognize that championing sustainability extends far beyond our own operations and as the industry leader, we want to do our part to drive action across our entire value chain,” Ingrid De Ryck, VP of Procurement and Sustainability at Anheuser-Busch, said in a statement. “All of our supply chain partners are critical in helping us achieve our 2025 U.S. Sustainability Goals and as we kick-off our partnership with the Environmental Media Association, we are incredibly excited to bring our agency partners into our sustainability journey, setting a new standard for advertising that will inspire others to do the same.”
EMA and Anheuser-Busch say the Super Bowl ads are just the beginning; the beer giant says it expects this to become its new standard for its production.