Jim Beam Goes Back to Its Roots in Regional Super Bowl Campaign

Brand will use N.Y., L.A., Chicago buys to circumvent AB InBev

It's the first spot from new agency adam&eveDDB. Jim Beam

For years, AB InBev has used exclusivity to maximize the value of its Super Bowl spend by preventing other brands from placing spots in the Big Game—and this year will mark its biggest buy yet.

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.