Every year, the Super Bowl captivates millions—not just for the clash of football titans, but for the high-stakes, high-gloss commercials that run between plays. Among the most beloved recurring stars of these commercials are the Budweiser Clydesdales, those towering, majestic horses whose presence evokes nostalgia, strength, and classic Americana. In a striking blend of heritage and modern flair, Budweiser chose Las Vegas—the city of lights, spectacle, and reinvention—as the backdrop for its 2025 Super Bowl commercial featuring the Clydesdales. This unexpected fusion of tradition and glitz made for a unique and powerful production.
A Heritage of Hooves and Heart
The Budweiser Clydesdales have been icons of American advertising since 1933, when they were first introduced to celebrate the repeal of Prohibition. Since then, these powerful draft horses—known for their white-blazed faces, feathered hooves, and noble demeanor—have trotted into the hearts of viewers across generations. While they’ve appeared in rural pastures, snowy hills, and small-town settings, their appearance on the Las Vegas Strip added a dramatic new chapter to their story.
Choosing Vegas as a shooting location for the 2025 Super Bowl commercial was no random decision. Las Vegas recently became the home of the NFL’s Raiders and has hosted major sporting events with increasing frequency. The city’s energy, iconic visuals, and association with entertainment made it an ideal location for a brand seeking to blend timeless values with contemporary impact.
Behind the Scenes: Lights, Camera, Clydesdales
The production spanned several days, with iconic Vegas landmarks temporarily transformed into stages for equestrian elegance. Streets were blocked off during early morning hours, and city permits were secured to ensure the safety of both animals and people. The horses—transported in custom-designed trailers from their home at the Anheuser-Busch ranch—were accompanied by a team of handlers, veterinarians, and wranglers who ensured their comfort and well-being throughout the shoot.
One of the most memorable scenes was filmed just before dawn on the Las Vegas Strip. With the neon lights still glowing and the city’s buzz winding down from the night before, the Clydesdales paraded past landmarks like the Bellagio fountains and the Eiffel Tower replica at Paris Las Vegas. The image was stunning: eight magnificent horses pulling the iconic red beer wagon, their hooves echoing off the pavement, steam rising in the cool desert air, and a symbolic delivery of Budweiser amidst the towering signs of sin and spectacle.
Other scenes were filmed in contrasting settings—one at Red Rock Canyon, just outside the city, showed the Clydesdales galloping freely across desert trails, juxtaposing the wild, natural beauty of Nevada with the controlled pageantry of the Strip. Another poignant moment featured a young Clydesdale foal “learning the ropes” with the guidance of an older team, a subtle nod to legacy, growth, and generational continuity.
Storytelling That Tugs at the Heart
The commercial, titled “First Delivery”, tells the story of a young Clydesdale making its first journey with the iconic Budweiser wagon. The ad begins with a nervous foal watching the seasoned team prepare for a big city delivery. Through determined effort, gentle encouragement, and a few comedic missteps, the young horse eventually finds its rhythm and joins the team in pulling the wagon down the Strip—earning its place in the lineage of legends.
The ad, while simple in plot, is rich in emotional cues: a sense of tradition handed down, the power of mentorship, and the courage to step into one’s role. These themes are underscored by a stirring orchestral score and a quiet, nostalgic voiceover narrating the passage from inexperience to confidence.
Of course, the commercial also has its nods to Vegas excess: a flash of Elvis impersonators waving as the horses pass, tourists capturing the moment on phones, and even a brief appearance by a showgirl trying to pet one of the horses. These light touches add humor and place the story firmly in its dazzling location.
The Technical Magic
Filming animals, especially ones as large and majestic as Clydesdales, poses unique challenges. The production team used a combination of drone footage, Steadicam, and slow-motion cameras to capture every expressive eye, graceful trot, and flowing mane. CGI was used sparingly—to enhance lighting or eliminate minor distractions—but most of the shots are entirely practical, a testament to the animals’ training and composure.
A key part of the shoot involved working with local authorities to ensure that city disruptions were minimal. The Las Vegas Metropolitan Police Department worked closely with the production to block off roads, maintain crowd control, and oversee the logistics of shooting in a 24-hour city that never truly sleeps. It was a coordinated dance of modern filmmaking and urban planning.
Brand Legacy Meets Modern Messaging
Budweiser’s decision to return to the Clydesdales after experimenting with other campaigns in recent years signals a renewed focus on its core values: tradition, authenticity, and emotional connection. While many brands have chased viral laughs or celebrity cameos, Budweiser’s approach this year is slower, more soulful, and steeped in legacy.
By placing this narrative in Las Vegas—a city often associated with flash over substance—Budweiser made a bold statement: that authenticity can still stand tall amid the spectacle, and that legacy has a place in the modern world. The juxtaposition of the old-world Clydesdales with the futuristic LED glow of Vegas created a tension that made the ad unforgettable.
Public Reaction and Viral Buzz
Even before the commercial aired during the Super Bowl broadcast, behind-the-scenes photos and teasers generated massive buzz online. Social media users praised the beauty of the horses and the boldness of shooting in such a busy, unexpected setting. Animal lovers, in particular, appreciated the emphasis on humane handling and the visible care provided to the horses during production.
Budweiser released a short documentary online detailing the making of the commercial, including interviews with the trainers, handlers, and director. The video offered insight into the work and care that goes into showcasing the Clydesdales—not just as marketing mascots, but as living symbols of the brand’s soul.
A Lasting Impression
In an advertising landscape increasingly dominated by AI-generated content and TikTok trends, the Budweiser Clydesdales continue to stand out by representing something real, grounded, and enduring. Their Las Vegas journey was more than a clever gimmick; it was a reminder of the timeless values that still resonate with audiences: perseverance, tradition, and heart.
As the Super Bowl concluded and viewers debated the best ads of the year, the image of those Clydesdales trotting down the neon-lit streets of Las Vegas lingered. It wasn’t just another commercial—it was a celebration of resilience, a passing of the torch, and a perfect marriage of old and new.
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