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USA Today Super Bowl Ad Meter ranks Bud Light ad #3.

As in past years, USA TODAY assembled a consumer panel and electronically charted their reactions to ads during the Super Bowl. This year, the Ad Meter is also linked with Facebook, to give consumers a vote in picking the winning commercial. Voting began during the game and the official voting will close at 6 p.m. ET Tuesday.

The Bud Light Weego rescue dog ad ranked third among ads polled. The other ABI spots--including two for Bud Light Platinum--ranked considerably lower.

In our own Modern Brewery Age assessment, ABI did a pretty good job of branding the Super Bowl. The GE ad, highlighting the crucial contribution of General Electric to beer brewing, was a surprising bit of extra placement for Budweiser.

For this writer, the "Return of the King" ad was the best use of the iconic Clydesdales in recent memory, not jokey or anthropocentric, but as powerful, galloping A-B symbols (That the ad twitted neo-prohibs by showing the grey cheerless world of Prohibition was an added plus). Though the Weego ad was not outright hilarious, it seemed to hit the sweet spot for the mass market. And the only real letdown was the Bud Light Platinum ads, which were competely generic. Overall, considering that AB InBev created these ads in the midst of an agency switch, not bad at all.
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Title Annotation:Gannett Company Inc. USA Today
Publication:Modern Brewery Age
Article Type:Brief article
Date:Feb 6, 2012
Words:221
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