Budweiser’s Super Bowl LIX commercial, titled “First Delivery,” marks a significant return to its cherished tradition of featuring Clydesdale horses, with a special focus on a young foal. This 2025 advertisement not only continues a legacy that began in 1933 but also introduces a fresh narrative that resonates with themes of determination, heritage, and the spirit of American brewing.
A Legacy of Iconic Advertising
Since 1933, the Budweiser Clydesdales have been emblematic of the brand’s commitment to quality and tradition. Over the decades, these majestic horses have become synonymous with Budweiser’s identity, appearing in numerous advertisements that have left an indelible mark on American culture. The 2025 Super Bowl marks the 47th appearance of the Clydesdales in Budweiser’s advertising history, underscoring their enduring appeal and significance.
The Narrative of “First Delivery”
“First Delivery” centers on a young Clydesdale foal eager to join the seasoned horses on a beer delivery from the Anheuser-Busch brewery in St. Louis. As the mature Clydesdales embark on their journey, a keg accidentally falls from the wagon. Seizing the opportunity, the foal undertakes the task of delivering the fallen keg, navigating various terrains and challenges to fulfill its mission. The commercial culminates with the foal successfully delivering the keg to a local bar, aligning with the classic joke setup, “So a horse walks into a bar…”
Production and Creative Team
Directed by Academy Award nominee Henry Alex Rubin and crafted by FCB New York, “First Delivery” showcases high production values and storytelling prowess. The choice of “Let Your Love Flow” by The Bellamy Brothers as the soundtrack adds a layer of warmth and nostalgia, enhancing the emotional impact of the narrative.
Symbolism and Themes
The commercial is rich in symbolism, with the young foal representing new beginnings, ambition, and the continuation of a proud legacy. The journey undertaken by the foal mirrors Budweiser’s own path since its founding in 1876, highlighting themes of perseverance and dedication. The imagery of the foal peering through the bar’s window, crowned by the Budweiser sign, serves as a poignant reminder of the brand’s promise: “This Bud’s For You.”
Public Reception and Cultural Impact
Upon its release, “First Delivery” garnered widespread acclaim for its heartwarming narrative and masterful storytelling. Fans and critics alike praised the commercial for its ability to evoke emotion and convey a compelling story within a short timeframe. The reintroduction of a Clydesdale foal, absent from Budweiser’s Super Bowl ads for over a decade, was particularly lauded for bringing a fresh yet familiar element to the campaign.
Conclusion
Budweiser’s “First Delivery” stands as a testament to the brand’s enduring commitment to storytelling and tradition. By blending a compelling narrative with rich symbolism and high production quality, the commercial not only honors the legacy of the Clydesdales but also resonates deeply with audiences, reinforcing Budweiser’s place in the annals of memorable Super Bowl advertising.
For those who wish to experience the commercial firsthand, here is the official “First Delivery” advertisement:
