Stella Artois is coming back to the Super Bowl for the first time since 2011 as part of Anheuser-Busch InBev’s ad buy, the brewer confirmed today. The premium Belgian brew will use the ad to plug its ongoing “Buy a Lady a Drink” campaign, which is a partnership with Water.org that provides clean water to developing countries.
Stella is the first brand to publicly confirm an ad buy for the Super Bowl, which NBC will broadcast from U.S. Bank Stadium in Minneapolis on Feb. 4. AB InBev declined to reveal other details about the ad, including its length and the agency behind it. The brand typically uses Mother.
Earlier this year, Stella and Water.org pledged to provide 3.5 million people access to clean water by 2020. “This Super Bowl commercial will help us achieve our goal ahead of schedule and help change the lives of millions of people,” says Stella VP Harry Lewis.
AB InBev has long held exclusive beer advertising rights for the Super Bowl. The brewer typically reserves spots for Bud and Bud Light. Fast-growing Michelob Ultra has also gotten air time on the Big Game in recent years.
Stella made its Super Bowl debut in 2011 with a spot by Mother starring actor Adrian Brody in which he crooned in a smoky French club full of beautiful women. The spot was part of the “She Is a Thing of Beauty” global campaign that also included ads from filmmakers such as Wes Anderson and Roman Coppola. Watch the ad here.