The Budweiser Clydesdales’ “9/11 Tribute” ad, which aired during the Super Bowl in 2011, is one of the most poignant and emotional commercials ever produced. It stands as a powerful tribute to the memory of those lost in the tragic events of September 11, 2001, and serves as a symbol of unity, resilience, and remembrance. This commercial, like many of Budweiser’s iconic ads, successfully utilizes the majesty of its Clydesdale horses to evoke strong emotions and honor a moment of national significance.
Budweiser, a brand known for its rich tradition of storytelling through advertising, first aired a similar tribute in 2002 during Super Bowl XXXVI, just months after the attacks. The ad was deeply moving, showing the Clydesdales traveling across America and stopping in New York City to pay their respects. In 2011, Budweiser decided to reintroduce this homage, ensuring that the memory of 9/11 and its impact remained in the hearts and minds of Americans.
The Concept and Execution of the Ad
The 2011 version of the Budweiser Clydesdales’ “9/11 Tribute” ad retained the powerful imagery and emotional depth of the original. The commercial begins with a serene, winter-like setting, as the magnificent Budweiser Clydesdales prepare for a solemn journey. The camera captures the horses in all their majesty—massive, regal, and dignified, emphasizing their historical importance and deep association with American culture.
The Clydesdales, pulling a Budweiser-branded wagon, make their way toward New York City. Along the journey, the horses pass through small towns, vast landscapes, and finally, a cityscape that leads to the skyline of Manhattan. The ad is notably devoid of spoken words, relying instead on visual storytelling and a heartfelt musical score to convey its message.
As the horses approach the city, they stop at a vantage point where the missing Twin Towers would have stood. At this moment, the Clydesdales perform a deep and solemn bow, a gesture of respect and mourning. This singular, symbolic act encapsulates the nation’s grief, remembrance, and honor for the victims of 9/11. The screen fades to black, leaving viewers with a lasting impression of reverence and unity.
The Emotional Impact
The effectiveness of this ad lies in its simplicity and sincerity. Without the need for spoken dialogue or an explicit call to action, Budweiser successfully communicates a message that resonates deeply with viewers. The visual elements—a peaceful yet somber setting, the slow and deliberate movement of the horses, and the final bow—speak volumes, invoking a deep sense of patriotism and collective mourning.
Music also plays a crucial role in the emotional impact of the ad. The background score is soft, solemn, and reverent, enhancing the mood and guiding viewers through a reflective and heartfelt experience. The combination of music and imagery allows audiences to process the tribute in a personal and introspective way.
Many viewers who saw the ad during the Super Bowl in 2011 reported being moved to tears, proving that its message of remembrance transcended time. It served as a reminder that even a decade after the attacks, the nation had not forgotten the sacrifices and losses endured on that fateful day.
Symbolism of the Clydesdales
Budweiser’s Clydesdales have long been a symbol of tradition, strength, and Americana. Their association with the brand dates back to 1933, when they were first introduced to celebrate the repeal of Prohibition. Since then, they have appeared in numerous commercials, parades, and public events, becoming an enduring part of American pop culture.
In this tribute, the Clydesdales embody resilience, loyalty, and honor. Their measured, respectful approach to the city mirrors the collective mourning of the American people. The horses’ bowing gesture, typically associated with great respect and solemnity, further reinforces the magnitude of the tribute. The choice to use these iconic animals in such a powerful way strengthens the ad’s message and ensures its lasting impact.
Cultural and Historical Significance
The Budweiser Clydesdales’ “9/11 Tribute” ad is more than just a commercial—it is a piece of cultural history. At a time when brands often focus on promotional and sales-driven advertisements, Budweiser’s decision to create a purely commemorative ad demonstrates a deep understanding of the national sentiment. It showcases how brands can use their platform to foster unity and healing, rather than merely selling a product.
This tribute also speaks to the role of corporate responsibility in times of national tragedy. By dedicating airtime during one of the most-watched television events—the Super Bowl—Budweiser ensured that millions of Americans would take a moment to remember and reflect. The ad was not about selling beer but about honoring a collective memory, proving that advertising can be both meaningful and impactful.
Reception and Legacy
The 2011 Super Bowl re-airing of the Budweiser Clydesdales’ “9/11 Tribute” ad was met with widespread acclaim. Viewers praised its emotional depth, simplicity, and sincerity. Many took to social media to share their reactions, describing the ad as “heartbreaking yet beautiful” and “one of the most moving commercials ever made.”
The ad also received recognition from industry professionals, with marketing analysts highlighting it as a prime example of effective emotional branding. By aligning itself with a cause that resonated with Americans on a deeply personal level, Budweiser strengthened its brand loyalty and showcased its commitment to honoring the nation’s history.
Even years after it first aired, the ad remains a significant and frequently revisited piece of advertising history. It is often referenced in discussions about the most memorable Super Bowl commercials and continues to be shared online, ensuring that its message of remembrance endures.
Conclusion
The Budweiser Clydesdales’ “9/11 Tribute” ad from the 2011 Super Bowl is a masterful example of how advertising can transcend commerce and become a meaningful tribute to history. Through powerful visual storytelling, emotional resonance, and the iconic symbolism of the Clydesdales, Budweiser successfully created a commercial that honored the memory of 9/11 victims while uniting Americans in reflection and remembrance.
By choosing to air this tribute, Budweiser demonstrated the potential for brands to contribute positively to national conversations and collective healing. The ad remains a poignant reminder of the events of September 11, 2001, and the resilience of the American spirit, proving that some messages are timeless and deserve to be revisited, time and again.
