Nearly 100 million people tuned into last year’s Super Bowl, but not all viewers were football fans. The yearly event attracts a huge audience, with even non-football fans finding something to enjoy during the broadcast. Usually, it’s the epic commercials that keep people talking after the game.

A regular standout during the commercial breaks is Budweiser, whose beloved Clydesdales are a highlight during game breaks. However, for the first time in 37 years, the company will be sitting out this year’s television broadcast. Instead of airing a commercial, Anheuser-Busch will be funneling its marketing dollars to get the word out about Covid-19 vaccine access and awareness.

The beer company plans to run its Super Bowl ad digitally during the week leading up to Super Bowl LV. The ad will address the resilience of Americans during the coronavirus pandemic, showcasing a group of healthcare workers who were among the first to receive the vaccine. The spot will be narrated by actress Rashida Jones.

Budweiser plans to donate a percentage of its advertising airtime to the Ad Council and Covid Collaborative’s Vaccine Education Initiative and will run additional campaigns throughout 2021. As of now, the number of vaccines administered has fallen far below the initial targets set by the government. 

If you’re wondering just how much a Super Bowl ad sets companies back, a 30-second spot comes with the price tag of $5.5 million. While at-home beer consumption has increased during the pandemic, shares of Budweiser’s parent company AB InBev have fallen 14.5 percent over the past year. This is due largely to bars and restaurants being shut down and restricted during the pandemic. 

Joining Budweiser are popular beverage companies PepsiCo and Coca-Cola, who’ve also elected not to run ads during this year’s game. Pepsi will be sponsoring the halftime show starring The Weeknd. 

Will you miss this year’s Budweiser ad during the Super Bowl? What are some of your all-time favorite halftime commercials? Sound off in the comments!