"Superstitions" is an

advertising campaign An advertising campaign or marketing campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ide ...

for

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Bud Light Anheuser-Busch, a wholly owned subsidiary of Anheuser-Busch InBev SA/NV, is the largest brewing company in the United States, with a market share of 45 percent in 2016. The company operates 12 breweries in the United States and nearly 20 in oth ...

that debuted for the 2012 season of the

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. It was followed by "Dilemmas" in the 2013 season. The campaigns include television commercials that depict the

superstition A superstition is any belief or practice considered by non-practitioners to be irrational or supernatural, attributed to fate or magic (supernatural), magic, perceived supernatural influence, or fear of that which is unknown. It is commonly app ...

s that fans believe to help their teams win. The

tagline In entertainment, a tagline (alternatively spelled tag line) is a short text which serves to clarify a thought for, or is designed with a form of, dramatic effect. Many tagline slogans are reiterated phrases associated with an individual, so ...

for the campaigns is "It’s Only Weird If It Doesn’t Work". The 2012 season kicked off with the spot "Very Superstitious", included "Labels Out", and ended with two spots for the Super Bowl, "Lucky Chair" and "Journey". The rituals in "Very Superstitious" have been cited as an example of socially desirable superstitious behavior. The 2013 season kicked off with "Quinoa" and followed up with "Ramsey", "Basement", and "Jukebox".

References

Further reading