'Saturday Night Live' puts on a show sponsored only by Budweiser (no joke!)


It might seem risky for a marketer to integrate its TV spots with a show known for its advertising parodies. But that's not stopping Anheuser-Busch from buying up all the commercial time on this weekend's Saturday Night Live to shill Budweiser. The October 17 show will air eight to nine minutes of commercial time, integrated with the programming -- all of it devoted to introducing the Bud Light Golden Wheat brand extension from Anheuser-Busch InBev (BUD), according to Advertising Age.

The ad buy marks the first time in 35 seasons of the show that a single marketer has bought all its national commercial time, according to NBC. It's a clever ploy designed to grab attention for Golden Wheat, which the brewing giant introduced on October 5.