The original Budweiser Clydesdale commercial is a heartwarming masterpiece that combines nostalgia, elegance, and a sense of Americana. Debuting in 1986 to celebrate Budweiser’s 50th anniversary of prohibition repeal, this iconic advertisement beautifully showcases the majesty of the Clydesdale horses—a symbol now synonymous with the Anheuser-Busch brand. It evokes a sense of tradition and honor, making it one of the most memorable commercials of its time.
The commercial opens with a serene winter scene. Snow blankets the ground, and a soft, golden light filters through the trees, evoking a sense of warmth amidst the cold. In the distance, the sound of bells jingling and hooves crunching through the snow begins to build anticipation. Slowly, the Budweiser Clydesdales come into view, pulling a vintage red beer wagon adorned with festive garlands and the iconic Budweiser logo. Their immense size and powerful gait are immediately striking, yet their movements are graceful, almost rhythmic, underscoring their noble demeanor.
The music swells, complementing the visuals with a nostalgic orchestral score. The melody is simple yet stirring, enhancing the emotional resonance of the scene. It feels like a celebration—not just of Budweiser, but of American resilience, tradition, and the joy of simple pleasures. The imagery and music together create a sense of timelessness, as though this moment could exist in any era.
As the horses continue their journey through the snow-covered countryside, the camera focuses on small, intimate details that emphasize authenticity. Steam rises from the horses’ nostrils in the crisp winter air, their polished harnesses gleam in the sunlight, and the wagon wheels leave deep tracks in the snow. These details remind viewers of the craftsmanship and care that go into not only the commercial but the brand itself.
The narrative takes an emotional turn as the Clydesdales arrive at a small town. Children run out to greet them, their eyes wide with wonder. Adults pause their holiday preparations to admire the spectacle, smiling warmly. The horses’ presence feels almost magical, as though they’re bringing more than just beer—they’re delivering joy, community, and a reminder of shared traditions.
In a poignant closing shot, the camera pans to the wagon driver, who tips his hat with a knowing smile, embodying the spirit of camaraderie and pride. The Clydesdales rear slightly, their manes catching the light, before continuing their journey down the snow-dusted road. The commercial ends with the tagline, “Budweiser. The King of Beers,” accompanied by the sound of the horses’ hooves fading into the distance.
This commercial’s impact lies in its simplicity and attention to detail. It doesn’t rely on flashy visuals or fast-paced editing; instead, it draws viewers in with its timeless charm and emotional depth. The Clydesdales, with their strength and grace, become more than just mascots—they represent the enduring legacy of Budweiser and its connection to moments of joy and togetherness.
Even decades later, this ad remains a testament to the power of storytelling in advertising, a perfect blend of tradition, emotion, and brand identity.
