Earth Month: Wind Never Felt Better

Budweiser’s renewable energy announcement at the Super Bowl is commendable, but both the ad’s ‘slow build’ approach and its statement that ‘Wind Never Felt Better’ were met with subdued audience response.

Screened January 2019 | 104 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

Screened January 2019 | 104 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

What engages?

[0-0:05; :50-:55]

  • The opening five seconds show a dog’s ears blowing in the wind. Bob Dylan’s ‘Blowing in the Wind’ plays.

  • In the final moments, Now Brewed with Wind Power for a Better Tomorrow is on screen as the camera pulls away from the wind farm. A Budweiser branded turbine spins, helping to cement the association between Budweiser and their renewable energy pursuit.

What fails to engage?

[0:06-0:12; 0:24-0:33; 0:39-0:47]

  • The extended dog scenes show more of the same and viewers disengage.

  • The extended shots of the horse-drawn carriage through the barley fields

  • The opening shots of the wind farm and the “Wind Never Felt Better” fail to land. A lack of meaningful context to the words does not arrive until a few moments later.


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