Super Bowl commercials are often some of the most anticipated advertisements of the year, with brands competing to deliver the most memorable, emotionally engaging, and entertaining spots. Budweiser, a brand that has become synonymous with Super Bowl advertising, made a powerful statement in 2022 by bringing back its iconic Clydesdale horse in an emotionally charged ad that resonated with viewers nationwide. The 2022 Super Bowl commercial, titled “A Clydesdale’s Journey,” became a symbol of resilience, hope, and the American spirit.
The Return of an Icon
Budweiser’s Clydesdales have been an integral part of the brand’s identity for decades. These majestic horses first appeared in Budweiser advertising in 1933 to celebrate the end of Prohibition. Over the years, the Clydesdales have become a hallmark of Budweiser’s marketing campaigns, particularly in Super Bowl ads that often aim to tug at viewers’ heartstrings. After being absent from the 2021 Super Bowl as part of Budweiser’s decision to redirect its advertising funds toward COVID-19 vaccine awareness, the Clydesdales returned in 2022 with a message of perseverance and recovery.
A Story of Resilience and Strength
The 2022 commercial, directed by Academy Award-winning filmmaker Chloé Zhao, tells a compelling and emotionally powerful story. The ad begins with a scenic, rural landscape where a proud and powerful Clydesdale gallops freely through an open field. The imagery is breathtaking, capturing the grandeur and grace of the horse. Suddenly, the atmosphere shifts when the Clydesdale attempts to jump a wooden fence but miscalculates, resulting in a dramatic fall. The accident leaves the horse injured, and the once-spirited animal is shown struggling to regain its footing.
The scene then transitions to the horse’s caretakers, who work tirelessly to nurse the Clydesdale back to health. The commercial is interspersed with shots of the horse in recovery, showing the dedication of the humans who refuse to give up on their beloved companion. A loyal Labrador Retriever, another iconic figure in Budweiser’s advertisements, is seen watching over the Clydesdale, symbolizing loyalty and companionship.
The turning point of the ad arrives when the Clydesdale, despite its struggle, stands tall once more. As inspiring music swells in the background, the horse gathers its strength and begins to gallop once again, eventually breaking into a full run across the open field. The final frame of the commercial features the text: “In the home of the brave, down never means out.” This message encapsulates the theme of resilience and the enduring American spirit, leaving viewers with a sense of hope and triumph.
Symbolism and Emotional Impact
Budweiser’s 2022 Super Bowl ad is rich in symbolism, reinforcing themes of perseverance, hope, and national pride. The Clydesdale’s journey from injury to recovery mirrors the struggles and resilience of people facing hardship, making the ad deeply relatable, especially in the context of the ongoing challenges brought on by the COVID-19 pandemic.
The inclusion of the Labrador Retriever further enhances the emotional appeal of the commercial. Dogs, known for their unwavering loyalty, often evoke strong emotional responses from audiences. By showcasing the bond between the Labrador and the Clydesdale, Budweiser taps into universal themes of friendship and support, reinforcing the idea that no one faces adversity alone.
Moreover, the cinematography, lighting, and pacing of the ad contribute to its emotional weight. The use of warm, natural tones creates a sense of familiarity and nostalgia, while the slow-motion shots of the Clydesdale’s struggle and eventual triumph amplify the impact of the message. The stirring soundtrack adds to the overall effect, making the commercial an unforgettable experience for viewers.
Budweiser’s Legacy of Storytelling
Budweiser has long been known for its ability to craft emotionally compelling narratives that resonate with audiences on a deep level. Over the years, the brand has produced several iconic Super Bowl ads featuring the Clydesdales. Some of the most memorable include:
- “Brotherhood” (2013): A heartwarming story about the bond between a Clydesdale and its trainer.
- “Puppy Love” (2014): A wildly popular commercial depicting the friendship between a Labrador puppy and a Clydesdale.
- “Lost Dog” (2015): A touching sequel to “Puppy Love,” showing the Clydesdales protecting their canine friend from danger.
- “Stand By You” (2018): A tribute to Budweiser’s efforts in providing clean drinking water to disaster-stricken areas.
Each of these commercials has left a lasting impression, showcasing Budweiser’s mastery of storytelling and its ability to connect with audiences on an emotional level. “A Clydesdale’s Journey” follows in this tradition, reaffirming the brand’s commitment to crafting meaningful narratives that go beyond selling beer.
The Cultural and Commercial Impact
Budweiser’s 2022 Super Bowl ad was met with widespread acclaim, with many praising its uplifting message and powerful storytelling. Viewers took to social media to express their appreciation for the return of the Clydesdales and the ad’s inspirational theme. The commercial’s message of resilience resonated deeply with audiences, particularly in a time when people were looking for hope and encouragement.
From a marketing perspective, the ad reinforced Budweiser’s brand identity as a symbol of American tradition, strength, and perseverance. By bringing back the Clydesdales, Budweiser not only paid homage to its own legacy but also rekindled the emotional connection that consumers have with the brand.
The commercial also highlighted the power of nostalgia in advertising. By reintroducing familiar elements such as the Clydesdales and the loyal Labrador, Budweiser successfully evoked feelings of comfort and nostalgia, drawing in both longtime fans of the brand and newer audiences alike.
Conclusion
Budweiser’s 2022 Super Bowl commercial, “A Clydesdale’s Journey,” was more than just an advertisement—it was a powerful testament to resilience, hope, and the enduring American spirit. Through stunning cinematography, emotional storytelling, and the return of its beloved Clydesdales, Budweiser once again proved why its Super Bowl commercials remain some of the most iconic in advertising history.
By focusing on themes that resonate universally, Budweiser not only reinforced its brand identity but also provided viewers with an inspiring message during challenging times. The commercial’s impact went beyond just promoting a product; it left an indelible mark on audiences, reminding them that even in the face of adversity, the spirit of perseverance always prevails.
