AB InBev has announced that this year's Budweiser campaign for the World Cup will be the "largest commercial campaign in the company's history."
Activity is launching across the globe today and includes:
• A new ad (see above)
The new advert is based on the campaign's #LightUpTheWorldCup slogan and shows how Bud is delivering beer and energy to fans around the world.
• Light-up cups
Branded beer cups fitted with a microphone and LED lights in the base will detect when drinkers are cheering and light up accordingly. These will be available in stadia in Russia, bars and viewing events around the world.
• Budweiser Man of the Match
Voted for by football fans, the player of the match will get a Budweiser trophy
More UK specific activity will be announced in due course but the brand has already teamed up with MatchPint to support pubs during the tournament.
"It is estimated that this World Cup will be the most watched event in the history of the human race and will be seen by billions of people," said Brian Perkins, VP global marketing, Budweiser.
"It is looked forward to like a holiday and there's a euphoric energy in the air. We want to amplify that feeling around the world and Light Up The World Cup."
Budweiser has been the Official Beer of the World Cup for 32 years.