Few Super Bowl ads have achieved the legendary status of Budweiser’s Clydesdale commercials. These heartwarming, majestic advertisements combine artistry, storytelling, and the enduring image of the Clydesdale horses to create moments that transcend mere marketing. But what makes these commercials so unforgettable?
The Budweiser Clydesdales first galloped onto the scene in 1933 as a symbol of celebration after Prohibition was repealed. Since then, they’ve evolved into cultural icons, prominently featured in Budweiser’s most memorable Super Bowl ads. Each year, millions eagerly anticipate the latest installment, wondering how these majestic horses will capture their hearts.
The brilliance of these commercials lies in their storytelling. Instead of focusing on the beer, they highlight universal themes like friendship, resilience, patriotism, and love. One of the most beloved ads, “Brotherhood” (2013), chronicles the bond between a horse trainer and the Clydesdale he raised. Set to Fleetwood Mac’s “Landslide,” the emotional narrative follows the horse’s journey from a foal to a Budweiser Clydesdale, culminating in a tear-jerking reunion.
Another standout is the “9/11 Tribute” ad from 2002. Aired only once, it featured the Clydesdales bowing before the New York skyline, honoring the victims of the September 11 attacks. With no words spoken, the visual and emotional weight of the ad resonated deeply, showcasing the power of silence in storytelling.
The production process behind these ads is equally fascinating. Budweiser maintains a herd of over 250 Clydesdales, selected for their size, strength, and elegance. Each horse undergoes rigorous training, ensuring they move gracefully and execute precise actions on cue. Filming often takes weeks, with directors capturing the perfect blend of light, scenery, and the horses’ natural beauty. Advanced cinematography techniques, such as slow-motion and sweeping drone shots, emphasize their grandeur.
An unsung hero of these commercials is the sound design. The rhythmic clip-clop of hooves, the snort of a horse in the cold, and the rustle of hay in a stable immerse viewers in the experience. Paired with emotive music, these auditory details pull audiences further into the story.
Behind the scenes, a team of creative minds brainstorms concepts for months, ensuring each ad aligns with Budweiser’s brand while remaining fresh and impactful. Writers, directors, animal trainers, and even veterinarians collaborate to bring the vision to life. The horses’ welfare is paramount; filming schedules are carefully managed to avoid stress, and the Clydesdales are treated like royalty both on and off set.
The Budweiser Clydesdale ads remind us of the power of emotion in advertising. They go beyond selling a product, leaving viewers with feelings of connection and nostalgia. Whether it’s a tale of friendship, a tribute to national resilience, or simply the beauty of the Clydesdales in motion, these commercials are a testament to the art of storytelling and why they remain a Super Bowl staple.
