A-B Passes on Jackson Super Bowl Ad Spoof


By Trevor Jensen

CHICAGO Anheuser-Busch said it considered running a spot during this year’s upcoming Super Bowl that parodies Janet Jackson’s infamous “wardrobe malfunction” that took place during the halftime show of last year’s game, but decided against it after consultation with Fox and NFL officials.

“We basically came to the conclusion at the same time” that the commercial, created by Omnicom Group’s DDB in Chicago, resurrected too many bad memories and therefore shouldn’t air during the Super Bowl telecast, said Bob Lachky, vp of brand management and director of global brand creative for A-B.

The spot shows a stagehand behind the scenes at Super Bowl 2004. He grabs a bottle of Bud Light and uses a bustier that’s hanging up to twist open the top. Doing so tears the bustier’s right breast. Panicked, he thinks he’s covered his tracks by repairing the bustier with some tape, only to learn otherwise while watching the game and hearing the announcer say “Whoa, that’s something you don’t see every day.”

A-B initially considered using the spot for one of its 10 Super Bowl units. Howvere, “we had enough common sense to say, ‘Let’s talk to our partners,'” Fox and the NFL, to see if they would approve, Lachky said. A mutual decision was reached not to air the ad, he said.

The spot is available at www.budweiser.com.