Jay-Z
officially kicked off his new partnership with St. Louis-based brewer Anheuser-Bush
with a commercial spot that aired last night (Oct. 16) during ESPN’s Monday Night
Football broadcast.As
the rapper/Def Jam president’s latest single, "Show Me What You Got,"
played in the background, the 60-second spot highlighted scenes from the video,
which was shot in Monte Carlo and Nice, France.The
ad also features NASCAR racers Dale Earnhardt, Jr. and Danica Patrick and references
Jay-Z’s upcoming comeback album Kingdom Come with the message "JAY-Z
is back, coming Nov. 21."Jay-Z
will serve as co-brand director for Budweiser Select while collaborating with
the company on strategic marketing programs and creative ad development. In
addition, he will participate in Budweiser Select planning sessions by offering
insight on brand programs and providing direction on upcoming Budweiser Select
television ads, radio spots, print campaigns and high-profile events."His
approach to reaching people in creative, groundbreaking ways that transcend cultural
boundaries makes this alliance particularly exciting," said Marlene Coulis,
vice president of brand management at Anheuser-Busch, Inc.The
Monday Night Football ad, which will also air during the MLB National League Championship
Series on Fox, is one of two spots that the pair joined forces on. The
second ad–a collaboration between ad agency Cannonball, Jay-Z and the Budweiser
Select brand team–depicts the energy of a VIP house party high atop the cliffs
of Monaco.