Budweiser’s 2025 Super Bowl commercial, titled “First Delivery,” marks a poignant return to the brand’s storytelling roots, featuring the iconic Clydesdales and introducing a determined foal as the central character. This ad, the 47th Super Bowl appearance for the Budweiser Clydesdales, combines themes of perseverance, tradition, and heartwarming charm, resonating deeply with audiences nationwide.
The narrative unfolds with a young Clydesdale foal aspiring to join the seasoned eight-horse hitch responsible for delivering Budweiser kegs. Despite his enthusiasm, the foal is gently told, “You’re still too little, buddy,” highlighting his initial exclusion due to inexperience. However, fate intervenes when a keg falls off the delivery wagon unnoticed. Seizing the opportunity, the foal embarks on a solo journey, determined to prove his worth by delivering the stray keg himself.
Set against the backdrop of the Bellamy Brothers’ 1976 hit “Let Your Love Flow,” the foal’s adventure is both visually and emotionally compelling. He navigates challenging terrains—rolling the keg through fields, crossing rivers, and traversing rugged landscapes—all to ensure the delivery reaches its destination. The culmination of his journey sees the foal triumphantly entering a bar on Main Street, greeted by cheers from onlookers and his fellow Clydesdales. The screen then displays the message, “Delivering Since 1876,” underscoring Budweiser’s longstanding commitment to quality and tradition.
Directed by Henry Alex Rubin, an Academy Award-nominated and Emmy Award-winning filmmaker, the commercial masterfully blends cinematic storytelling with brand heritage. The choice of music and the emotive journey of the foal evoke a sense of nostalgia, aligning with Budweiser’s history of creating memorable Super Bowl ads that tug at the heartstrings.
The inclusion of the Clydesdale foal is particularly significant, marking the first time in over a decade that a young horse has been featured in Budweiser’s Super Bowl advertising. This decision not only refreshes the brand’s iconic imagery but also symbolizes the passing of tradition to a new generation, reflecting themes of growth and resilience.
Anheuser-Busch’s Chief Commercial Officer, Kyle Norrington, emphasized the importance of the Clydesdales in the brand’s identity, stating, “We hear from our fans that Super Bowl is just not the same without the iconic Clydesdales.” This sentiment highlights the enduring connection between the audience and Budweiser’s equine ambassadors.
The commercial’s reception was overwhelmingly positive, with “First Delivery” winning the USA TODAY Ad Meter, a testament to its impact and resonance with viewers. By intertwining a heartfelt narrative with its rich heritage, Budweiser successfully delivered a message of determination and tradition, reinforcing its place in the pantheon of memorable Super Bowl advertisements.
In summary, “First Delivery” stands as a testament to Budweiser’s ability to craft emotionally engaging stories that honor its legacy while appealing to contemporary audiences. Through the journey of a small but determined foal, the brand encapsulates the spirit of perseverance and the enduring value of tradition, leaving a lasting impression on Super Bowl viewers.
