GLENDALE, Ariz. — Brewers across the country will be pulling out all the stops to “give back” to veterans this weekend, according to NFL sources.

Budweiser has announced 6 different, 30-second ads for broadcast during the Super Bowl, each featuring a different veteran receiving public adulation while looking suitably humble.

“This year, we’ve even found a veteran of a combat arms unit,” a source at InBev (Budweiser’s parent company) told Duffel Blog. "We can't have a repeat of last year's debacle."

Samuel Adams, made by craft brewer Boston Brewing Company, has created what it hopes will be the iconic moment of the day, with a commercial showing a veteran sitting alone in a room, staring at a gun on a table. As the camera switches back and forth between the gun and the tears welling in the veteran’s eyes, there’s a knock at the door. A neighbor hands the vet a Sam Adams Boston Lager, and the two wind up laughing on the front steps. The neighbor can be seen mouthing the words, “Thank you for your service” as the commercial fades out.