Sure! Here’s a detailed breakdown of the 2013 Budweiser Super Bowl commercial, titled “Brotherhood,” which prominently features the iconic Budweiser Clydesdales and tells a heartfelt story of love, loyalty, and the unbreakable bond between a man and his horse.
Introduction: A Story of Brotherhood
The “Brotherhood” commercial aired during Super Bowl XLVII on February 3, 2013 and quickly became one of the most beloved Super Bowl ads of all time. Budweiser, known for its emotional and memorable commercials, crafted a touching narrative that resonated with audiences worldwide. Instead of relying on humor, celebrity endorsements, or flashy visuals, the ad took a sentimental approach, focusing on the deep emotional connection between a Clydesdale foal and the man who raised it.
The story follows a horse trainer who raises a Clydesdale from birth, only to later part ways with the horse when it is selected to join the famous Budweiser Clydesdales team. The commercial explores themes of love, devotion, and the lasting bonds we share with those we care about.
The Plot: An Emotional Journey
The ad is one minute long and is set to the moving track “Landslide” by Fleetwood Mac, a song that adds to the emotional weight of the commercial.
1. Raising the Foal
The commercial opens with the birth of a Clydesdale foal, capturing a tender moment as the trainer gently cares for the newborn. The visuals establish a sense of deep attachment, showing the man nurturing, feeding, and raising the young horse. The audience quickly understands that this is more than just an owner-animal relationship—it is a bond built on trust, love, and dedication.
2. The Growing Bond
As the foal grows, the commercial showcases montage-style clips of the man playing with the horse, training it, and forming a strong companionship. The visuals emphasize small yet powerful moments—like the trainer running alongside the foal, playing in the open fields, and sharing quiet moments of connection.
3. Saying Goodbye
However, as the horse matures, it is selected to join the prestigious Budweiser Clydesdales team—a highly respected tradition in American advertising and branding. The trainer, while proud, is visibly emotional as he watches his beloved horse leave in a Budweiser-branded truck. The moment is heart-wrenching, reflecting the universal experience of saying goodbye to a loved one, whether it be a child growing up and moving away or a pet leaving for a new journey.
4. Time Passes
The screen fades to black, and time moves forward. The man is seen reading a newspaper and looking at an ad announcing that the Budweiser Clydesdales will be appearing in a parade in Chicago. There is a bittersweet look on his face, showing that while he is proud, he still misses the horse he raised.
5. The Reunion
The most emotional moment of the commercial comes at the end. The man visits Chicago to see the parade and catches a glimpse of his old friend among the team of majestic Clydesdales. He watches as the horses pass by, but at first, there is no reaction from the horse.
Just when it seems like the bond might have been forgotten, the Clydesdale suddenly stops, turns around, and breaks free from the parade—running full speed back toward the man. The trainer, overwhelmed with emotion, steps forward, and the horse lovingly nuzzles against him. The commercial ends on this heartwarming note, emphasizing that true bonds, no matter how much time passes, remain unbreakable.
Themes and Emotional Impact
The “Brotherhood” commercial was widely praised for its strong emotional appeal and ability to connect with audiences on a personal level. The ad touches on several universal themes:
- The Power of Love and Connection – The commercial beautifully illustrates the deep love and trust between humans and animals. Many viewers, especially those who have had pets or worked with animals, could relate to the emotions of raising and then parting with a beloved companion.
- Letting Go and Reunion – Life often requires us to let go of people (or animals) we love, whether it’s children growing up, friends moving away, or even sending a pet to a new home. However, the reunion scene reassures us that true bonds never fade.
- Nostalgia and Sentimentality – The use of “Landslide” as background music plays into the theme of time passing, change, and the bittersweet nature of growing up and moving forward in life.
- Branding with Emotion – Budweiser masterfully uses this emotional story to reinforce its Clydesdale legacy, linking its brand to themes of loyalty, tradition, and heartfelt moments. The ad subtly reminds viewers that Budweiser is more than just beer—it represents deep-rooted American values.
Behind the Scenes: The Making of “Brotherhood”
- The Foal’s Real Story: The baby Clydesdale featured in the commercial was only 7 days old when filming began! Budweiser actually used three different foals to capture the best moments in different shots.
- Trainer and Horse Chemistry: The trainer in the commercial was played by an actor, but the chemistry between him and the horses felt authentic because the Clydesdales used in filming were well-trained by expert handlers.
- Music Choice: The decision to use “Landslide” was intentional. The song, originally written by Stevie Nicks about the passage of time and life changes, perfectly fit the theme of the commercial.
- Super Bowl Success: “Brotherhood” was named the best commercial of Super Bowl XLVII by USA Today’s Ad Meter, beating out numerous high-budget, celebrity-packed ads.
Audience Reaction and Legacy
When the commercial aired, it instantly went viral. Social media exploded with praise, and many viewers admitted to shedding tears while watching it. The ad struck a chord with audiences who appreciated its simplicity, emotional depth, and heartwarming message.
Key Reactions:
- Many people shared personal stories about their own experiences with pets or animals they had to part with.
- Some compared it to touching movie moments, likening it to films like Homeward Bound or War Horse.
- Even those who weren’t Budweiser drinkers admitted they loved the ad purely for its emotional storytelling.
Due to its overwhelming success, Budweiser continued to produce heartfelt Super Bowl commercials featuring the Clydesdales in subsequent years, often following a similar emotional formula.
Conclusion: A Timeless Classic
Budweiser’s “Brotherhood” (2013) remains one of the greatest Super Bowl commercials of all time. Its success was not due to flashy effects, celebrity endorsements, or humor, but rather its ability to tell a simple, touching story that resonated with millions.
Through stunning cinematography, a powerful emotional arc, and an unforgettable reunion scene, the commercial reminded viewers of the power of love, loyalty, and unbreakable bonds—a message that went far beyond advertising beer.
To this day, “Brotherhood” is remembered as a gold standard in emotional storytelling in advertising, proving that sometimes, the best way to connect with an audience is through genuine emotion and heartfelt storytelling.
