Anheuser-Busch is releasing a new “Know When To Say When” message ad, which since 1982 has been the centerpiece slogan from the beer maker to encourage responsible drinking.

This time, though, it is flavoring the ad with a social distancing subtext — and it’s masks all around.

The commercial introduces the “Know When To Say When All-Stars” purported to be bartenders who are “helping you to enjoy responsibly, and socialize safely.”

Adam Warrington, Anheuser-Busch vice president of corporate social responsibility, says the beer maker has spent over $1 billion on responsible drinking efforts in the past four decades.

This ad, Warrington says, is also an acknowledgment of “our special relationship with our on-premise partners, laddering up to our partnership with the National Restaurant Association” and wholesaler retailers, and, of course, the wait-staffs, who have a tough time outlasting the virus.

Read more at MediaPost:

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