The UK unit of Anheuser-Busch InBev has launched a television advert for its Budweiser beer brand, promoting responsible drinking in the country.

The division said today (16 June) that the 30-second ad will run from yesterday until 11 July, the day after the FIFA World Cup final. A-B InBev is one of the core sponsors of the event which opened on Friday.

“Budweiser is well-placed to communicate about responsible drinking in a fun, engaging and relevant way,” said James Watson, marketing director for Budweiser in Western Europe. “Our new ‘Designate a Driver’ campaign is running alongside our sponsorship of the 2010 FIFA World Cup, and is intended to bring our responsible drinking message to life during this time of excitement and celebration.”

The ad, which can be viewed below, will feature on ITV, Channel 4, Five, Sky, IDS and will be available on video-on-demand channels throughout the tournament.