The Red Cross' Beer Sponsor

Choosing an ad of the day today was a struggle as creative output seemed to slow to a trickle. Adweek senior editor of agencies Doug Zanger called it "the slowest stretch of brand-led creative" he thinks he's ever seen.

While creatives say they will likely turn to stock footage, user-generated content and animation in lieu of video shoots--and indeed, some already have--it may take some time for teams to adjust to that new normal.

In lieu of putting out ads, many industry players are aiding the spread of public service information with donated media space and pro bono campaigns.

Among them is AB-InBev, usually the biggest sponsor of sports and other entertainment in the world, putting its media operation to use for a good cause. The beer giant is donating an initial check of $5 million to the American Red Cross, a longtime partner, in addition to media time for PSAs, hand sanitizer production and collaboration with sports partners to identify stadiums and arenas to use as sites for blood drives.

The company touted its efforts today in a 60-second video released across its social channels.

Patrick Kulp
Emerging Tech Reporter, Adweek
Patrick.Kulp@adweek.com

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