Anheuser-Busch Super Bowl advertising this year included “Applause”, a television commercial honouring members of the US Armed Forces. Returning American soldiers walk through an airport and are greeted with spontaneous applause and other expressions of gratitude from those they pass. The Anheuser-Busch Applause commercial, associated with Budweiser and Bud Light beers, was based on actual events witnessed at an airport. The troops featured are active duty personnel representing various branches of the military.
The Applause commercial was developed at DDB Chicago by chief creative officer Bob Scarpelli, group creative director Barry Burdiak, creative director Joan Hayes, creative director/art director Steve Bougdanos, creative director/copywriter Patrick Knoll, group executive producer Greg Popp, account team Steve Jackson, Marty Kohr and Todd Brandes, production business manager Patty Phassos.
Filming was shot by director Joe Pytka.
Editor was Dick Gordon at Spot Welders.
Music was by Jonathan Elias at Elias Arts.