The Drum Awards Festival - Extended Deadline

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By Jennifer Faull, Deputy Editor

February 7, 2016 | 1 min read

Budweiser has done away with its cute animals of past and is taking a jab at craft beers in its Super Bowl 2016 advert.

Although owner AB InBev has been snapping up craft brewers, it's using the pricey 60-second spot to remind all Bud drinkers that it’s ‘not a hobby,’ ‘not small’ and definitely ‘not imported’.

The bold ad even seems to poke fun at its use of cute puppies in previous ads, which failed to convert into sales, opening with the thumping sound of Clydesdale horses which are ‘not ponies’.

Anomaly New York is the agency behind the work, which will run alongside an ad of Helen Mirren giving a verbal undressing to those who drive intoxicated.

For the latest Big Game news or to check out this year's crop of ads head to The Drum's dedicated Super Bowl hub.

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