Anheuser-Busch's decision to introduce Budweiser Black Crown and Beck's Sapphire to a typically distracted Super Bowl audience this year was governed by their success last year in launching Bud Light Platinum, said Paul Chibe, vice president for U.S. marketing. Anomaly will create two spots for Black Crown as well as a "heartwarming" 60-second spot for Bud featuring Clydesdale horses, Chibe said. Translation will craft two 60-second Bud Light spots based on the current football-related "Superstition" campaign, and Mother's London office is creating the Beck's Sapphire spot, which will treat the new brand "like a jeweler would launch a rare jewelry brand," Chibe added.

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