Anheuser-Busch, which has stressed themes like "refreshment," "quality" and "heritage" in its Super Bowl beer ads of recent years, will return to an old staple this Sunday to sell more Budweiser: comedy.

The Wall Street Journal reported Jan. 25 that while the company has always used a light touch to promote Bud Light, there will be more humor in this year's ads for the flagship Budweiser brew. Among the Bud ads airing during the 2007 Super Bowl, for example, is a bit showing a group of crabs stealing beer from a group of bikini-clad girls on a beach and a commercial showing two astronauts trying to share a drink.

This year's Super Bowl ads will cost up to $2.6 million per 30-second spot. Anheuser-Busch will spend $20 million for its 10 Super Bowl ads.

The company is hoping to stop Budweiser from losing more market share, with shipments down 23.6 percent since 2000.

This year's Bud Light ads will continue their humorous bent, and could include a piece depicting immigrants learning how to ask for a beer.