The stadium lights may have dazzled on Super Bowl Sunday, but it wasn’t a game-winning touchdown or a halftime performance that left millions speechless. Instead, it was Budweiser’s iconic Clydesdales delivering a heart-stirring tribute—a quiet, powerful moment that transcended football.
The commercial began with a tranquil winter scene: snow gently falling over a small, picturesque American town. In the distance, the unmistakable silhouettes of the Clydesdales appeared, their massive hooves crunching through the snow as they pulled Budweiser’s signature red wagon. The slow, solemn pace of the horses set the tone, immediately capturing viewers’ attention.
The camera panned to a close-up of one of the horses, its breath visible in the cold air, as the team made its way to the edge of town. A haunting piano melody played in the background, underscoring the somberness of the moment. Without a word, the scene transitioned to a hillside where the horses stopped, overlooking a breathtaking view of the town below.
One of the handlers climbed down from the wagon, his gloved hand grasping a large flagpole. As the man planted the pole into the frozen ground, the camera revealed the stars and stripes of the American flag unfurling in the wind. The Clydesdales stood motionless, their heads bowed, as the screen cut to a black-and-white montage of historical moments: first responders at Ground Zero, military salutes, and families embracing their loved ones.
The message was clear—this was a tribute to those lost and the resilience of the American spirit.
The final shot showed the lead Clydesdale kneeling, a gesture of reverence that caused a lump in the throat of everyone watching. As the camera pulled back, the words “In Memory of Those We’ve Lost” appeared on the screen, followed by the Budweiser logo in understated white text.
The tribute was met with an overwhelming response. Social media lit up with reactions, many viewers expressing how deeply moved they were by the ad. “Budweiser just won the Super Bowl with that commercial,” one tweet read, while others called it a “masterclass in honoring heroes.”
For Budweiser, this wasn’t just another Super Bowl ad; it was a statement of gratitude and respect. The brand, long associated with its majestic Clydesdales, used the moment not to sell beer but to unite viewers in a collective remembrance. It was a departure from the typical lighthearted tone of Super Bowl commercials, but it struck a chord with audiences across the nation.
By the time the ad aired its final moments, there wasn’t a dry eye in the house. It was a poignant reminder that even amidst the excitement of the Super Bowl, there is always room to honor the sacrifices and courage of those who came before us.
As the Clydesdales trotted off into the snowy horizon, their tribute became more than just a commercial—it became a symbol of unity, strength, and enduring gratitude.
