The Super Bowl 50 push will feature two spots whilst rallying the support of the Hollywood actress to carry its message of safety across

Budweiser has launched a Super Bowl 50 campaign starring Helen Mirren. The exercise approaches drunk driving with an unexpected yet powerful message. Sparking conversations around the issue, the alcohol giant is leveraging the star’s gravitas and charm to insist that beer drinkers make plans to get home safely.

Titled Simply Put while developed by Anomaly, the brand’s new 60-second spot aims to stand out from the typical drunk-driving public service announcement advertisement by forcefully calling out drivers to #GiveADamn. Its core message to protect life is being conveyed in a tone only the Hollywood icon can deliver.

Drawing on Anheuser-Busch’s 30-year history of promoting responsible drinking, the commercial goes beyond just advertising. To encourage fans to find safe rides home on game night, Budweiser has launched a microsite which offers the public only the most convenient transportation options.

The ‘StandWithBud‘ platform includes discount codes where permissible and will generate commute alternatives ranging from taxi to car services based on one’s location. Additionally, the channel is inviting users to take a pledge to #GiveADamn, not drive drunk, and share their commitment on social media using Mirren’s brazen voice.

For each use of the aforementioned hashtag through 11:59 pm ET on 7 February 2016, Budweiser will spend an additional $1 and up to $1 million in 2016 alone on safe-ride-home programmes. #GiveADamn will also trigger an eye-catching Twitter emoji facilitating additional shares of the campaign’s message.

“We can all agree that driving drunk is a very bad idea, yet people still do it. If we’re able to make one person think twice and not get behind the wheel, then this campaign has done its job. We care about our consumers and wanted to address the issue differently than anyone ever has before,” said Brian Perkins, Vice President at Budweiser.

During the game, the beer-maker is slated to also debut a 30-second clip themed Not Backing Down which will celebrates all the things which make the brand a favourite full-flavored lager. The short film will elevate its landmark Clydesdales variant in a new and empowering light.

The said second spot was created to embody the elements of strength, power, and size to symbolise the hard work and care which goes into brewing Budweiser. It marks the twenty-seventh Big Game advertisement to feature the Budweiser Clydesdales offering. Viewers can further engage with marque via YouTube, Facebook, and Instagram.

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