Behind the Scenes with the Budweiser Clydesdales: A 2013 Look at the Iconic Horses

The Budweiser Clydesdales are a cherished symbol of tradition, strength, and elegance, representing one of the most iconic marketing campaigns in history. Since their introduction in 1933 to celebrate the end of Prohibition, these majestic draft horses have captured the hearts of millions around the world. Their appearances at parades, commercials, and special events evoke nostalgia and a sense of Americana that transcends generations.

In 2013, the Budweiser Clydesdales were thrust back into the spotlight with a commercial that aired during Super Bowl XLVII. The ad, titled “Brotherhood,” touched viewers with its heartfelt story of a foal growing up and reconnecting with its trainer. But the captivating moments that unfolded on screen were only the tip of the iceberg. Behind the scenes, the effort to prepare the Clydesdales for their roles on and off the screen is a testament to teamwork, dedication, and a deep respect for the animals.

This essay explores what it takes to manage the Budweiser Clydesdales, delving into their history, care, and the intricate planning that went into their 2013 campaign.

The Legacy of the Budweiser Clydesdales

The Budweiser Clydesdales made their debut on April 7, 1933, when August A. Busch Jr. and Adolphus Busch presented a six-horse hitch to their father to commemorate the repeal of Prohibition. The horses, originating from the Clydesdale breed native to Scotland, were chosen for their strength, elegance, and distinctive appearance.

From that moment on, the Budweiser Clydesdales became a marketing sensation, appearing in events across the United States and beyond. The iconic red wagon they pull, emblazoned with the Budweiser logo, has become a symbol of celebration and goodwill. By 2013, the legacy of the Clydesdales had grown into a powerful blend of tradition and emotional storytelling, epitomized by the “Brotherhood” Super Bowl commercial.

Behind the Scenes of “Brotherhood”

The 2013 commercial, directed by Jake Scott, was a departure from Budweiser’s usual lighthearted ads. It told the poignant story of a Clydesdale foal raised by a trainer, eventually joining the Budweiser team and reuniting with its caretaker years later.

The production of “Brotherhood” required meticulous planning, expert animal handling, and a deep understanding of the horses’ behavior. Here’s how it all came together:

1. Casting the Clydesdales:
   • The star of the commercial was a foal named Hope, born just weeks before filming began. Hope was chosen for her energetic yet calm demeanor, making her an ideal candidate for the close-up shots required in the ad.
   • Adult Clydesdales from Budweiser’s official stables were also cast to depict the fully grown horse.
2. Training for the Role:
   • Training the Clydesdales for their roles in the commercial was no small feat. The horses underwent weeks of preparation to ensure they were comfortable in front of the camera and responsive to cues.
   • Expert handlers worked closely with the horses, using positive reinforcement techniques to guide them through specific actions, such as running or nuzzling the trainer.
3. Filming Challenges:
   • Filming with animals always presents unique challenges, and the Clydesdales were no exception. Achieving the perfect shot often required patience and creativity. For example, getting Hope to run toward her trainer on cue involved precise timing and a calm environment.
   • The production team also ensured the horses were not stressed or overworked during filming, adhering to strict animal welfare standards.
4. Creating Emotional Resonance:
   • The emotional impact of the commercial relied not just on the horses but also on the relationship between the trainer and the animals. The casting of actor Don Jeanes as the trainer and the use of music, including Fleetwood Mac’s “Landslide,” added layers of sentimentality to the story.

Caring for the Clydesdales

Beyond their roles in commercials and public appearances, the Budweiser Clydesdales are cared for with an exceptional level of attention and expertise. Maintaining their health, training, and iconic appearance is a full-time endeavor.

1. Daily Routine:
   • The Clydesdales follow a rigorous daily routine that includes feeding, grooming, and exercise. Their diet is carefully managed, consisting of hay, grain, and vitamins to ensure optimal health.
   • Grooming is an essential part of their care. Each horse’s coat is brushed to a shine, and their signature white “feathers” around the hooves are washed and trimmed regularly.
2. Health and Veterinary Care:
   • The Clydesdales receive regular check-ups from veterinarians to monitor their health and address any issues promptly.
   • Preventive care, such as vaccinations and dental work, is prioritized to keep the horses in peak condition.
3. Training and Socialization:
   • Training the Clydesdales involves not only physical conditioning but also socialization. The horses are trained to work together in hitches and respond to commands from their handlers.
   • Socialization ensures that the horses remain calm and well-behaved during public events, where they often encounter large crowds and loud noises.
4. Travel and Logistics:
   • The Budweiser Clydesdales travel in custom-designed trailers that provide ample space, ventilation, and comfort.
   • A dedicated team of handlers accompanies the horses on the road, ensuring their needs are met during long journeys.

The Human Element

The Budweiser Clydesdales are more than just animals—they are part of a legacy that depends on the dedication of their handlers, trainers, and caretakers. The bond between the Clydesdales and their team is evident in every appearance they make, from parades to commercials.

1. Handlers’ Expertise:
   • Budweiser employs experienced handlers who understand the nuances of working with draft horses. Their knowledge and compassion are crucial to the horses’ well-being and performance.
2. Connection with the Public:
   • The handlers play a key role in bridging the gap between the Clydesdales and the public. During events, they interact with fans, answer questions, and share stories about the horses.
3. Teamwork and Coordination:
   • Behind every Clydesdale appearance is a team of individuals working in harmony. From veterinarians to logistics coordinators, each member plays a vital role in ensuring the horses’ success.

The Cultural Impact of the Budweiser Clydesdales

The Budweiser Clydesdales are more than a marketing tool—they are cultural icons that evoke a sense of tradition and pride. The 2013 “Brotherhood” commercial is a prime example of how the Clydesdales continue to resonate with audiences.

1. Emotional Storytelling:
   • The commercial’s success lies in its ability to connect with viewers on an emotional level. By focusing on the bond between a trainer and his horse, Budweiser created a narrative that transcends the product being advertised.
2. Symbol of Americana:
   • The Clydesdales embody the values of hard work, loyalty, and resilience. Their appearances at events like the Super Bowl or parades reinforce their status as a symbol of American heritage.
3. Global Appeal:
   • While rooted in American culture, the Budweiser Clydesdales have a universal appeal. Their majestic presence and timeless charm make them beloved by audiences worldwide.

Conclusion

The Budweiser Clydesdales represent a unique blend of tradition, marketing, and emotional storytelling. Their role in the 2013 “Brotherhood” commercial showcased not only their beauty and grace but also the dedication and care that go into managing these iconic animals.

Behind the scenes, the work of handlers, trainers, and production teams ensures that the Clydesdales remain a source of inspiration and wonder. Whether pulling a wagon, starring in a commercial, or appearing at public events, the Budweiser Clydesdales continue to capture hearts and uphold a legacy that spans nearly a century.

Through their presence, the Clydesdales remind us of the enduring power of connection—between humans and animals, tradition and progress, and brands and their audiences. It is this connection that makes the Budweiser Clydesdales not just a marketing phenomenon but a cherished part of cultural history.