For 37 years Budweiser have been an advertising 'anchor-tenant' during Super Bowl broadcasts.
This year the brand will sit out the big game.
Instead of paying the NFL $5.5 million for 30 seconds of broadcast time, they'll redirect that money to the Ad Council, a nonprofit marketing group at the helm of a $50 million ad blitz to fight coronavirus vaccine skepticism.
What they have also done is release this ad called Bigger Picture - that argues their case for sitting out of this year's event.
Increasingly people are looking to brands for leadership during tough times, which is a sad inditement on the quality (or lack there of) of the current political leadership around the world.
This move has obviously resonated with Americans who believe that it is appropriate for brands to 'take a knee' at this trying time. Let's hope the NFL run the 'Bigger Picture message' pro bono.