Craft beer (kind of, but not really) finally gets some love in a Super Bowl commercial

04 Feb Craft beer (kind of, but not really) finally gets some love in a Super Bowl commercial

Posted at 18:50h in Musings, National Beer News, Uncategorized by Justin Knepp 0 Comments

By Mathew Muncy for Indiana On Tap

Craft beer is finally getting some love during the Super Bowl.

Well, sort of.

The King of Beers, Anheuser-Busch InBev, has created a commercial featuring their in-house “craft” beer brand, Shock Top.

The idea of AB InBev making a commercial that focuses on “craft” beer isn’t too surprising since the company has been on a craft beer brewery buying spree as of late. However, out of the brands they could use, Shock Top is a surprising choice.

In the commercial, comedian T.J. Miller winds up in a back-and-forth with Shock Top’s orange slice mascot. They trade insults, the best of which comes from the orange when he tells Miller that he “looks like an unemployed Civil War General.

Overall, it’s not a great commercial. There is no mention of the Shock Top brand (outside of the logo graphics), Miller never actually drinks the beer, and most of the jokes fall flat. Plus the entire scene is a ripoff of a scene in the upcoming Deadpool movie where Miller’s character cracks jokes about Deadpool’s appearance.

The irony of AB InBev creating a “craft” beer commercial is also pretty hard to miss, as the beer giant debuted an anti-craft beer commercial during last year’s Super Bowl.

At the end of the day, this is still an AB InBev commercial. Whether it’s focusing on their in-house “craft” beer brand or not, real craft beer drinkers won’t be swayed. The only positive that could come from this is non-craft beer drinkers trying Shock Top and then finding their way to the good stuff.