The Super Bowl is more than just a football game; it is an annual cultural phenomenon that transcends sports to become a showcase of creativity, storytelling, and emotional connection. Among the key players in this spectacle are the advertisers, who vie for the attention of millions of viewers during the coveted commercial breaks. Over the years, few brands have mastered the art of creating memorable Super Bowl ads as effectively as Budweiser. Known for their heartwarming narratives and iconic imagery, Budweiser commercials have a special place in Super Bowl lore. Among their most beloved creations is the story of the Baby Clydesdale, a poignant and beautifully crafted tale that captures the essence of the brand while resonating deeply with audiences.
The Legacy of Budweiser’s Clydesdales
The Budweiser Clydesdales have been a symbol of the brand since 1933, when Anheuser-Busch introduced a team of these majestic horses to celebrate the repeal of Prohibition. Over the decades, the Clydesdales have become an enduring emblem of tradition, strength, and Americana. Their appearances in commercials are eagerly anticipated, and their stories often evoke themes of friendship, perseverance, and family. The Baby Clydesdale narrative continues this legacy, blending the innocence of youth with the grandeur of heritage.
The Baby Clydesdale Story
Debuting during the 2013 Super Bowl, the Baby Clydesdale commercial, titled “Brotherhood,” was an instant hit. Directed by Jake Scott and set to the emotional strains of Fleetwood Mac’s “Landslide,” the ad tells the touching story of a young Clydesdale and its journey from foal to adulthood. Spanning just sixty seconds, the commercial manages to convey a lifetime of love and connection between the horse and its caretaker.
The story begins with the birth of the foal, capturing tender moments as the caretaker nurtures it through its early days. Viewers see the bond between them grow as they play, train, and spend time together. Eventually, the foal grows into a magnificent Clydesdale and is taken away to join the iconic Budweiser team. Though separated, the connection between the horse and its caretaker remains unbroken.
The climax of the ad comes when the Clydesdale participates in a parade. Its former caretaker attends, standing in the crowd. As the parade ends, the horse recognizes him, breaks free, and gallops back to embrace the man who raised it. The reunion is a moment of pure emotional catharsis, symbolizing the unbreakable bond of love and loyalty.
The Making of an Iconic Commercial
Creating a Super Bowl commercial is no small feat, and “Brotherhood” was no exception. Every detail, from casting to cinematography, was meticulously planned to achieve maximum emotional impact. The foal featured in the ad was only seven days old during filming, underscoring the authenticity and charm of the story. Trainers worked closely with the horses to ensure they could perform the required actions naturally, while maintaining their comfort and well-being.
The use of “Landslide” as the soundtrack was another masterstroke. The song’s lyrics and melody evoke feelings of nostalgia and growth, perfectly complementing the narrative arc of the ad. Together, the visuals and music create a storytelling experience that transcends words, relying on the universal language of emotion to connect with viewers.
Why the Baby Clydesdale Resonates
The Baby Clydesdale story taps into universal themes that resonate with a broad audience. At its core, it is a tale of growth, separation, and reunion — experiences that most people can relate to in some form. Whether it’s a parent watching their child grow up and leave home, or a pet owner cherishing the unspoken bond with their animal companion, the story strikes a chord.
Moreover, the ad’s focus on the Clydesdale’s journey mirrors Budweiser’s own brand story. Just as the young foal grows into a majestic symbol of tradition, Budweiser has evolved from a small brewery to an iconic name in American culture. This parallel reinforces the brand’s identity while adding depth to the narrative.
Audience Reception and Cultural Impact
“Brotherhood” was an overwhelming success, both commercially and critically. It topped numerous polls and lists of the best Super Bowl commercials that year, including the coveted USA Today Ad Meter. Viewers praised the ad for its heartfelt storytelling and masterful execution, and social media buzzed with discussions about the emotional impact of the Baby Clydesdale.
Beyond its immediate success, the commercial cemented Budweiser’s reputation as a brand capable of creating ads that are not just memorable but meaningful. It also highlighted the power of storytelling in advertising, demonstrating that a well-crafted narrative can leave a lasting impression long after the game is over.
Behind the Scenes: The Role of Animals in Advertising
The Baby Clydesdale commercial also raises interesting questions about the use of animals in advertising. Animals have long been a staple of marketing campaigns, often serving as symbols of purity, loyalty, and innocence. In the case of the Budweiser Clydesdales, their majestic appearance and rich history make them uniquely suited to convey the brand’s values.
However, the success of such campaigns depends on more than just the animals themselves. Careful storytelling, strong visual direction, and genuine emotional resonance are all essential components. The Baby Clydesdale ad excels in all these areas, creating a piece of advertising that feels both authentic and aspirational.
Lessons from the Baby Clydesdale
The success of the Baby Clydesdale commercial offers valuable lessons for marketers and storytellers alike. First and foremost, it underscores the importance of emotional connection. In an age of information overload, ads that can touch viewers’ hearts are more likely to stand out and be remembered.
Second, the ad demonstrates the power of simplicity. The story is straightforward, yet its impact is profound. By focusing on a single, relatable narrative, Budweiser avoids the pitfalls of overcomplication and creates a message that is both clear and compelling.
Finally, the Baby Clydesdale story highlights the importance of authenticity. From the use of real horses to the genuine emotions conveyed in the ad, every element feels true to the brand and its heritage. This authenticity resonates with audiences, fostering trust and loyalty.
A Continuing Tradition
The Baby Clydesdale commercial is just one chapter in Budweiser’s long history of memorable Super Bowl ads. Each year, fans eagerly await the latest installment in the Clydesdale saga, curious to see how the brand will continue to evolve its storytelling. While the themes and narratives may change, the core values of tradition, connection, and Americana remain constant.
In many ways, the Baby Clydesdale story encapsulates what makes the Super Bowl such a unique cultural event. It’s not just about the game or the commercials; it’s about the shared experience of millions of people coming together to laugh, cry, and celebrate the stories that define us. And in that sense, the Baby Clydesdale is more than just an ad; it’s a reminder of the enduring power of love, loyalty, and the ties that bind us all.
Conclusion
The Baby Clydesdale commercial is a testament to the art of storytelling in advertising. Through its masterful blend of emotion, visuals, and music, it creates a narrative that transcends its purpose as a marketing tool to become a cultural touchstone. By focusing on universal themes and authentic connections, Budweiser not only promotes its brand but also enriches the shared experience of Super Bowl audiences around the world.
In the years since its debut, the Baby Clydesdale story has continued to be celebrated as one of the greatest Super Bowl commercials of all time. Its enduring appeal lies in its ability to evoke genuine emotion and remind us of what truly matters: the bonds we share and the moments that bring us together. As we look forward to future Super Bowl ads, the legacy of the Baby Clydesdale remains a shining example of how advertising can inspire, uplift, and connect us all.
