In 2013, Budweiser unveiled a Super Bowl commercial titled “Brotherhood,” which has since become one of the brand’s most memorable advertisements. The extended version of this ad delves deeper into the poignant narrative, highlighting the profound bond between a horse trainer and a Clydesdale he raises from birth.
Narrative Overview
The commercial begins with the birth of a Clydesdale foal on a serene farm. A dedicated trainer nurtures the young horse, engaging in activities like feeding, grooming, and playful interactions, underscoring the deep connection they share. As the foal matures, it is selected to join the renowned Budweiser Clydesdales. A poignant moment unfolds as the trainer watches the horse depart, symbolizing a bittersweet farewell.
Three years later, the Budweiser Clydesdales are scheduled to parade in Chicago. The trainer learns of this and decides to attend. As the parade concludes, he calls out to his former companion but initially receives no response. Resigned, he returns to his truck. In a heartwarming turn, the Clydesdale recognizes him, breaks free, and gallops towards the trainer, culminating in a touching reunion that encapsulates the enduring bond they share.
Production Details
The ad was crafted by the creative agency Anomaly in New York and directed by Jake Scott. The narrative is beautifully complemented by Fleetwood Mac’s “Landslide,” enhancing the emotional depth of the story. Notably, the foal featured in the commercial was only 18 days old at the time of filming, adding authenticity to the portrayal of the horse’s early days.
Viewer Reception
“Brotherhood” resonated deeply with audiences, earning acclaim for its storytelling and emotional impact. It was celebrated as one of the standout commercials of Super Bowl XLVII. The ad’s success was further amplified by a social media campaign where Budweiser invited fans to name the newborn foal featured in the spot. The initiative garnered over 60,000 responses across platforms like Twitter and Facebook, with “Hope” emerging as the chosen name.
Legacy and Impact
The “Brotherhood” commercial reinforced Budweiser’s tradition of featuring Clydesdales in their advertising campaigns, a practice that dates back to Super Bowl XX in 1986. The ad’s success paved the way for subsequent emotionally charged commercials, such as 2014’s “Puppy Love” and 2015’s “Lost Dog,” both of which further explored themes of friendship and loyalty.
In retrospect, “Brotherhood” stands as a testament to the power of storytelling in advertising. By focusing on genuine emotion and the timeless bond between humans and animals, Budweiser created a narrative that transcends commercial intent, leaving a lasting impression on viewers.
For those interested in viewing the extended version of the “Brotherhood” commercial, it is available below:
