Budweiser’s 2025 Super Bowl commercial, titled “First Delivery,” marks a significant return to its cherished tradition of featuring Clydesdale horses, with a special focus on a young foal. This advertisement not only underscores the brand’s enduring legacy but also introduces a fresh narrative that resonates with themes of determination, growth, and commitment.
A Legacy of Iconic Advertising
Budweiser’s association with the Super Bowl is storied, with the brand delivering memorable commercials that often become cultural touchstones. The Clydesdales, introduced as a symbol of the brand in 1933, have been central to these narratives, embodying strength, grace, and tradition. Over the decades, these majestic horses have been featured in 47 Super Bowl commercials, each telling a unique story that resonates with audiences.
The Narrative of “First Delivery”
In “First Delivery,” the spotlight shifts to a young Clydesdale foal, marking the first time in over a decade that a foal has taken center stage in a Budweiser Super Bowl ad. The commercial begins at the Budweiser Brewery, where the seasoned Clydesdale hitch is preparing for a delivery. The young foal watches with eager eyes, yearning to join the team. However, due to its youth and inexperience, the caretaker gently informs the foal, “You’re still too little, buddy.”
As the adult Clydesdales embark on their journey, a keg accidentally falls off the wagon. Seizing the opportunity, the determined foal sets out to retrieve and deliver the fallen keg. The journey is arduous, with the foal navigating various terrains—crossing hills, rivers, and rough paths—to ensure the keg reaches its destination. The commercial culminates with the foal arriving at the bar, rolling the keg into place, just as the adult horses complete their delivery. The screen then displays the message: “Delivering Since 1876,” highlighting Budweiser’s long-standing commitment to its consumers.
Creative Direction and Production
The “First Delivery” commercial was crafted by FCB New York and directed by Henry Alex Rubin, an Academy Award-nominated filmmaker and Emmy Award-winning commercial director. Rubin’s expertise brings a cinematic quality to the advertisement, capturing the emotional journey of the foal with authenticity and depth. The decision to feature a foal introduces a fresh perspective to the Clydesdale narrative, symbolizing new beginnings and the relentless pursuit of one’s goals.
Budweiser’s Broader Super Bowl LIX Campaign
For Super Bowl LIX, Budweiser expanded its advertising efforts, increasing its investment to become the largest Super Bowl advertiser across all beer, alcohol, and consumer packaged goods companies. Alongside “First Delivery,” the brand also featured commercials for Michelob ULTRA, Busch Light, Bud Light, and Stella Artois, each bringing unique stories and star power to the broadcast.
Public Reception and Impact
The return of the Clydesdale foal in “First Delivery” was met with widespread acclaim. Fans appreciated the heartfelt narrative and the emphasis on themes of perseverance and dedication. The commercial not only reinforced Budweiser’s brand values but also resonated with viewers on an emotional level, reminding them of the timeless appeal of the Clydesdales and the brand’s commitment to quality and tradition.
Conclusion
“First Delivery” stands as a testament to Budweiser’s ability to blend tradition with fresh storytelling. By focusing on a young Clydesdale foal’s journey, the brand delivers a message that is both nostalgic and inspiring, celebrating the spirit of determination and the importance of every contribution, no matter how small. As Budweiser continues its legacy of iconic Super Bowl advertising, “First Delivery” will undoubtedly be remembered as a standout moment that captured the hearts of audiences nationwide.
