The Budweiser Super Bowl XLVIII commercial, titled “Puppy Love,” stands as one of the most memorable and heartwarming advertisements in Super Bowl history. This iconic ad, which first aired in 2014, captured the hearts of millions with its emotional storytelling, charming animal actors, and a beautifully composed soundtrack. The commercial, which is a continuation of Budweiser’s long-standing tradition of using Clydesdale horses in its advertisements, tells the touching story of an inseparable bond between a Labrador Retriever puppy and a Clydesdale horse.
The Storyline and Emotional Impact
The commercial follows a young Labrador Retriever puppy who repeatedly escapes from an adoption center to visit a nearby farm, where he forms a deep friendship with one of Budweiser’s famous Clydesdale horses. Despite the efforts of the puppy’s caretaker to separate them, the horse and its stablemates ultimately intervene, ensuring that the puppy finds a permanent home with them. This heartwarming tale of friendship and loyalty resonated deeply with audiences, making it one of the most shared and celebrated Super Bowl commercials ever.
Training the Animals for the Commercial
The Role of the Labrador Puppies
One of the key elements that made “Puppy Love” so compelling was the natural and expressive behavior of the animals, particularly the Labrador Retriever puppy. Training young animals for such a significant role requires immense patience and expertise. Several puppies were used throughout the shoot to ensure that the best performances could be captured.
Professional animal trainers worked extensively with the puppies, using positive reinforcement techniques such as treats, toys, and affection to encourage desired behaviors. The trainers focused on teaching the puppies how to follow specific cues, display expressions of excitement, curiosity, and sadness, and execute movements like running, stopping, and looking in a particular direction. Because puppies have short attention spans, the training sessions were kept brief but consistent, allowing them to perform naturally in front of the camera.
The Iconic Budweiser Clydesdales
The Budweiser Clydesdales are an enduring symbol of the brand and have been featured in commercials for decades. These magnificent horses undergo rigorous training to ensure they can perform seamlessly in various scenarios, including large public events and advertisements.
For “Puppy Love,” the Clydesdales had to interact gently with the puppies, exhibit expressions of concern and affection, and execute movements that appeared natural yet purposeful. Trainers used specialized cues to guide the horses’ actions, including subtle voice commands and hand signals. The horses were also acclimated to working alongside the puppies before filming to ensure their comfort and ease during the actual shoot.
The most remarkable scene, where the Clydesdales block the car to prevent the puppy from leaving, required detailed choreography. The horses had to follow precise movements while maintaining a calm demeanor, which is a testament to the extensive training they received.
Ensuring Animal Safety and Welfare
Animal safety was a top priority throughout the filming process. The production team worked closely with professional trainers and animal welfare experts to create a controlled and stress-free environment. Every scene was carefully planned to minimize any potential risks, and breaks were given frequently to ensure the animals remained comfortable. The use of trained handlers on set further ensured that the animals were well taken care of and never put in distressing situations.
The Music: Ph. Breniaux & C. Lugan’s Composition
A crucial element that elevated “Puppy Love” from a simple commercial to an emotionally powerful experience was its musical composition. The background music played a significant role in shaping the commercial’s tone and enhancing the emotional connection between the audience and the story.
The ad featured the song “Let Her Go” by Passenger, which was already a well-known hit at the time. However, the overall sound design and additional musical elements by composers Ph. Breniaux and C. Lugan provided depth and warmth to the storytelling.
Creating an Emotional Soundscape
The music had to perfectly complement the themes of love, loyalty, and friendship. Breniaux and Lugan’s work on the composition involved crafting subtle yet impactful instrumental layers that blended seamlessly with the visuals. Their expertise in film scoring and advertising music allowed them to enhance key moments within the narrative.
Soft piano melodies and gentle string arrangements were incorporated to underscore the tender moments between the puppy and the horse. The use of swelling orchestral elements helped build up to the climactic scene, where the Clydesdales unite to keep the puppy from leaving.
Enhancing the Narrative Through Music
The transition between different scenes in “Puppy Love” was made seamless through thoughtful musical transitions. From the playful initial interactions between the puppy and horse to the emotional climax of their separation, each moment was accentuated by subtle changes in tempo and instrumentation. The music swelled during the dramatic reunion, heightening the audience’s emotional response and reinforcing the overarching theme of enduring friendship.
The Cultural Impact of “Puppy Love”
Upon its release, “Puppy Love” became an instant fan favorite, amassing millions of views online and being widely shared across social media platforms. It was praised for its heartfelt narrative, exceptional animal performances, and evocative musical composition. The commercial was not just a promotion for Budweiser but also a testament to the power of storytelling in advertising.
The success of “Puppy Love” demonstrated how emotional appeal could be used effectively in marketing, proving that audiences respond deeply to narratives that highlight universal themes of love and companionship. Budweiser continued to create similarly heartwarming ads in subsequent years, further cementing its reputation for producing some of the most beloved Super Bowl commercials.
Conclusion
The Budweiser Super Bowl XLVIII commercial “Puppy Love” remains a benchmark in advertising excellence, thanks to its compelling storytelling, expertly trained animal actors, and emotionally resonant music. The dedication of the animal trainers ensured that the performances of the puppies and Clydesdales felt authentic and touching. Additionally, the musical composition by Ph. Breniaux and C. Lugan played a vital role in enhancing the emotional depth of the ad.
Together, these elements combined to create a commercial that not only promoted a brand but also left a lasting impression on viewers, reminding them of the profound bonds that exist between humans and animals. Even years after its release, “Puppy Love” continues to be celebrated as one of the greatest Super Bowl commercials of all time, a testament to the power of effective storytelling in advertising.
