“Bigger Picture” – narrated by actress Rashida Jones – celebrates the individual acts of resilience that sparked hope during a trying year. The film pledges critical support for COVID-19 vaccines awareness and education, as we draw closer to a time when we can bring people back together again safely. The ad will run digitally in the weeks leading up to Super Bowl Sunday (Feb. 7).

For the first time in 37 years, Budweiser is foregoing its iconic in-game Super Bowl airtime and reallocating the media investment to help support COVID-19 vaccines awareness and education through various marketing efforts throughout 2021. To start, Budweiser will donate a portion of its advertising dollars to the Ad Council and COVID Collaborative: one of the largest public health communication campaigns in history.

The Ad Council and the COVID Collaborative are leading a massive communications effort to educate the American public and build confidence around the COVID-19 vaccines. Guided by the leading minds in science and medicine and fueled by the best talent in the private sector, the COVID-19 Vaccine Education Initiative is designed to reach different audiences, including communities of color who have been disproportionately affected by COVID-19.