In early April 2019, Budweiser featured basketball star Dwyane Wade in a new ad.

Given the beer’s long history of engaging with current and potential drinkers around sports, it may not be a surprise that the brand was associating itself with the Miami Heat shooting guard – an NBA icon who announced he would retire at the end of the 2018/19 season.

But the commercial undoubtedly stood out from the normal hoops and hang-time action. “This is all about a basketball player, but with no basketball game included,” explained Marcel Marcondes, US chief marketing officer at Anheuser-Busch InBev, the parent company of Budweiser. “This is beer content without having a beer on screen.”

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Marcel Marcondes, US chief marketing officer, Anheuser-Busch InBev