In the annals of Super Bowl advertising, few commercials have elicited as much intrigue, admiration, and controversy as the tribute to the victims of the 9/11 attacks by the Budweiser Clydesdales. Produced by Believe Media and directed by Zack Snyder, who would later become synonymous with epic, visually stunning, and often polarizing cinematic moments in films like Man of Steel, this commercial occupies a unique place in the history of advertising and cultural commentary.
The Budweiser Clydesdales—a long-standing symbol of tradition, Americana, and strength—were central to this tribute, which aired only once during the Super Bowl in 2002. The concept was simple yet emotionally resonant: the iconic horses travel through the countryside, cross the Brooklyn Bridge, and eventually reach a vantage point overlooking the New York City skyline. In a moment of somber reverence, the Clydesdales bow in unison, paying their respects to the victims and the resilience of the city.
The Symbolism of the Clydesdales
Budweiser’s use of the Clydesdales has always carried a certain gravitas. They symbolize strength, tradition, and a sense of continuity in the face of change. By incorporating these majestic animals into a tribute for 9/11, the commercial sought to evoke a sense of national unity and respect. Their journey through picturesque landscapes and iconic landmarks underscored the vastness and diversity of the American experience, ultimately culminating in a poignant gesture of collective mourning and resolve.
The decision to air the commercial only once added to its mystique. Budweiser stated that this choice was made out of respect for the gravity of the moment, ensuring that the tribute would not be perceived as a marketing ploy. The absence of a voiceover or any overt branding, save for the brief appearance of the Budweiser logo at the end, further reinforced this intent.
Zack Snyder’s Signature Style
Zack Snyder’s involvement in the project added another layer of complexity to its reception. Known for his visually arresting and often polarizing storytelling techniques, Snyder’s directorial choices in the commercial are evident. The sweeping cinematography, dramatic lighting, and deliberate pacing create a sense of grandeur and solemnity. These elements, while effective in conveying the weight of the tribute, also drew criticism from some quarters for their cinematic intensity, which some viewed as overly theatrical for such a solemn occasion.
This critique would gain further traction years later when Snyder directed Man of Steel (2013), a film that became infamous for its climactic battle sequence. In the movie, Superman and General Zod engage in a destructive fight that results in widespread devastation, with buildings collapsing and sections of Metropolis—a stand-in for New York City—being vaporized. The parallels between the real-world trauma of 9/11 and the fictional destruction depicted in Man of Steel were not lost on viewers, sparking debates about the ethics of using such imagery in entertainment.
The 2011 Digitally Modernized Version
In 2011, Budweiser released a digitally modernized version of the tribute to mark the 10th anniversary of 9/11. This updated version retained the core elements of the original but incorporated subtle changes to enhance its emotional impact. Advances in digital technology allowed for more refined visuals, and the skyline of New York was updated to include the under-construction One World Trade Center, symbolizing resilience and rebirth.
While the 2011 version was generally well-received, it reignited discussions about the commercialization of tragedy. Critics questioned whether revisiting the tribute—even with the best of intentions—risked undermining its original purpose. Others, however, appreciated the gesture as a reaffirmation of solidarity and remembrance in a rapidly changing world.
Controversy and Legacy
The commercial’s legacy is undeniably complex. On one hand, it stands as a powerful example of how advertising can transcend its commercial roots to address profound cultural and emotional issues. On the other hand, its high production values and cinematic approach have led some to view it as an uncomfortable blend of art, commerce, and commemoration.
This tension is emblematic of a broader debate about the role of media and storytelling in responding to tragedy. While some believe that such tributes can provide solace and foster unity, others argue that they risk trivializing or exploiting profound loss for aesthetic or commercial gain.
Zack Snyder’s later work further complicates this narrative. The director’s penchant for depicting large-scale destruction and his exploration of moral ambiguity in heroes have made him a polarizing figure in Hollywood. In the context of the Budweiser tribute, his involvement invites reflection on the interplay between style and substance, and the fine line between reverence and spectacle.
Conclusion
The Budweiser Clydesdales 9/11 tribute remains a singular moment in the history of advertising. Its decision to air only once during the Super Bowl, coupled with its later revival in 2011, underscores its dual role as both a memorial and a cultural artifact. Directed by Zack Snyder, the commercial’s cinematic flourishes and emotional resonance continue to spark conversations about the responsibilities and challenges of representing collective trauma in media.
As a Believe Media production, the tribute exemplifies the power of storytelling to unite and inspire, even as it navigates the complexities of intention, perception, and legacy. Whether viewed as a heartfelt homage or a contentious blend of art and commerce, it undeniably reflects the enduring impact of 9/11 on American culture and the evolving ways in which we commemorate and make sense of such events.
