Budweiser has a long history of producing compelling and emotionally charged Super Bowl commercials, often featuring its iconic Clydesdales. Over the years, these ads have become an integral part of the Super Bowl experience, with many viewers tuning in as much for the commercials as for the game itself. The “Left Behind” teaser suggests that this year’s commercial will be no different, promising a heartwarming and potentially tear-jerking narrative that explores the themes of friendship, loyalty, and perseverance.
The “Left Behind” teaser hints at a similar approach, with a focus on the bond between a dog and its owner. The commercial promises to take viewers on an emotional journey, exploring the depth of their relationship and the challenges they face. Given Budweiser’s track record, it’s likely that “Left Behind” will be a beautifully shot, expertly crafted narrative that will leave a lasting impression on viewers.
In terms of marketing strategy, the “Left Behind” teaser is a prime example of how to effectively build hype and create a sense of event around a commercial. By leveraging the anticipation surrounding the Super Bowl, Budweiser is able to reach a massive audience and reinforce its brand identity. The success of this strategy will be measured not only by the commercial’s performance during the Super Bowl but also by its enduring impact on social media and popular culture.
Whether you’re a fan of football, beer, or just great storytelling, the “Left Behind” commercial is sure to be a highlight of the Super Bowl 2025 experience. So mark your calendars, grab a cold Budweiser, and get ready to be moved by one of the most anticipated commercials of the year.
Few brands have managed to carve as deep an emotional legacy in Super Bowl advertising as Budweiser. Year after year, viewers eagerly anticipate what heartwarming or thought-provoking message the iconic beer brand will deliver. For Super Bowl 2025, Budweiser takes a poignant turn with its new commercial titled “Left Behind”. This emotionally rich narrative doesn’t just promote a product—it tells a story that touches on themes of loyalty, resilience, and redemption, featuring none other than the brand’s beloved Clydesdale horses.
A Legacy of Storytelling
Budweiser’s commercials have long been known for their storytelling power. From the unforgettable 9/11 tribute to the tales of puppy-Clydesdale friendships, the company consistently uses its Super Bowl slots to deliver more than just marketing. They offer moments that resonate long after the final whistle of the game.
In “Left Behind”, Budweiser continues this legacy, crafting a deeply emotional narrative set against the backdrop of the American heartland. It features a lone Clydesdale, separated from his team, embarking on a journey that is as metaphorical as it is physical.
The Plot: A Story of Loss and Hope
“Left Behind” opens with a powerful visual: a dust storm rolls across an open field as a team of Budweiser’s iconic Clydesdales gallop toward shelter. Amid the chaos, one horse—larger, darker, and noticeably more rugged—stumbles and falls behind.
As the others disappear into the storm, this lone Clydesdale rises and looks out at the empty horizon. The setting is stark. The message is clear: he’s been left behind.
But what follows is not a story of abandonment—it’s one of determination. We watch as the horse begins a slow journey through barren lands, facing wind, rain, and exhaustion. Along the way, he encounters various characters: a curious farm boy who offers him water, a retired rodeo rider who recognizes his brand, and a quiet, watchful dog who travels with him for a while.
Each interaction represents a step toward healing, rebuilding trust, and reclaiming purpose. The commercial ends with a powerful reunion as the horse finally arrives at the Budweiser stables, scarred but stronger. His team greets him with whinnies and nudges. The final frame shows him proudly leading the group in a parade, the Budweiser wagon in tow.
Visual Mastery
Budweiser’s creative team, working with director Lance Acord—best known for his work on Where the Wild Things Are and several previous Budweiser ads—brings cinematic excellence to “Left Behind.”
The visuals are nothing short of breathtaking. Sweeping drone shots of the American Midwest give viewers a sense of scale and solitude. The use of natural light—sun filtering through rain, golden hues at dusk, and the eerie silence of the storm—draws viewers into the emotional heart of the narrative.
A clever use of slow motion in critical moments—such as the horse’s stumble, the child’s outstretched hand with a bucket of water, or the final scene of reunion—elevates the emotional depth of the story. The muted color palette, punctuated by the horse’s rich chestnut coat and the red Budweiser harness, ensures the brand remains visually front and center without overwhelming the message.
Music and Sound Design
Sound is often overlooked in commercials, but in “Left Behind”, it plays a pivotal role. The background score, composed by Oscar-winner Hildur Guðnadóttir, is subtle but emotionally charged. A soft cello theme underscores the horse’s solitude, swelling to a crescendo as he reaches his destination.
Ambient sounds—the crunch of hooves on gravel, the whine of the wind, the low whicker of the horse—are finely tuned to immerse the viewer in the moment. There’s almost no spoken dialogue until the end, where a simple voiceover says:
“It’s not about where you start. It’s about the journey back.”
This line, delivered in a calm, resonant voice, serves as both a summary and a call to resilience—a sentiment many Americans can relate to.
Symbolism and Deeper Meaning
While the surface story is compelling enough, “Left Behind” operates on a symbolic level as well. The Clydesdale horse has long been a symbol of Budweiser’s brand identity—strong, dependable, and quintessentially American. To see one of them struggle, falter, and fall behind is both surprising and deeply symbolic.
In a post-pandemic world, where many individuals have experienced personal or professional setbacks, the idea of being “left behind” resonates with a broad audience. But Budweiser doesn’t dwell in despair; instead, it illustrates the power of persistence, kindness from strangers, and the strength of community.
The horse’s journey becomes an allegory for human experiences—of loss, loneliness, and the desire to find one’s way back. It speaks to veterans returning home, workers laid off, people overcoming illness, and anyone who’s felt abandoned by the fast pace of modern life.
Marketing Strategy and Audience Impact
From a branding perspective, “Left Behind” is a strategic masterpiece. Budweiser understands that today’s audience craves authenticity over flash. Instead of flashy celebrity cameos or comedic gimmicks, they double down on storytelling that forges an emotional connection.
The ad also effectively taps into nostalgia. By featuring the Clydesdales—figures that many Americans associate with tradition, holidays, and family—it creates an instant emotional anchor. This is especially important during the Super Bowl, when viewers are bombarded with dozens of ads competing for their attention.
Moreover, Budweiser released a 15-second teaser a week before the Super Bowl featuring only the sound of galloping hooves and the image of a single set of tracks in the snow. This minimalist preview stirred curiosity and speculation across social media, driving engagement and anticipation.
Public Reception and Social Media Buzz
Even before the full commercial aired during the Super Bowl, “Left Behind” garnered significant attention. Hashtags like #LeftBehindClydesdale and #BudweiserReturns trended within hours of the teaser’s release.
Early focus groups and online reviews have praised the ad’s emotional sincerity and cinematic quality. Critics have noted its tonal shift from past humorous commercials, applauding Budweiser for taking a risk on a more mature, introspective narrative.
Animal lovers, in particular, responded emotionally to the storyline. Several equestrian groups and animal welfare organizations praised the brand for portraying the Clydesdale with such dignity and realism. Some viewers even reported tearing up—an emotional reaction most ads only dream of achieving.
Behind the Scenes: Crafting the Story
The production of “Left Behind” took nearly six months and involved collaboration between Budweiser’s in-house creative team and agency Wieden+Kennedy. The featured Clydesdale, named Duke, is one of the brand’s most seasoned horses, having appeared in past commercials and live events.
Training for the ad required Duke to perform several complex movements, including falling on cue (performed safely with guidance from animal trainers) and walking alone through various weather-simulated environments. Safety was a top priority, with an on-set veterinarian present at all times.
In interviews, the director noted that they avoided CGI in favor of authentic reactions and practical effects, believing that the rawness of real footage would resonate more deeply with audiences.
The Takeaway
Budweiser’s “Left Behind” is more than a commercial—it’s a short film that speaks to the heart. It tells a story that goes beyond branding, using its platform to explore resilience, the impact of kindness, and the strength it takes to find your way back after being left behind.
In an era where many commercials focus on laughs or shock value, Budweiser has taken a bold step in a different direction, delivering a message that lingers long after the game is over. It’s a reminder that even when the world moves on without us, there’s always a path forward—and someone waiting to welcome us home.
