Introduction
The Budweiser Clydesdales are more than just a marketing symbol—they represent tradition, craftsmanship, and emotional storytelling. Every year, Anheuser-Busch’s commercials featuring these majestic horses capture the hearts of millions, especially during major events like the Super Bowl. But have you ever wondered what it takes to bring these breathtaking ads to life? The process involves months of preparation, skilled trainers, expert cinematographers, and meticulous attention to detail. In this article, we take you behind the scenes to uncover the magic that goes into creating a Budweiser Clydesdales commercial.
Selecting the Stars: The Budweiser Clydesdales
The journey of making a Budweiser commercial begins with the selection of the Clydesdales themselves. Anheuser-Busch owns several teams of Clydesdales, primarily housed at Warm Springs Ranch in Missouri, the official breeding facility for these magnificent horses. The chosen horses must meet specific requirements: they should be at least four years old, stand around six feet tall at the shoulder, weigh between 1,800 and 2,300 pounds, and have a distinctive bay coat with a white blaze, white stockings, and a black mane and tail.
Not every Clydesdale gets to be a star. The selection process is rigorous, ensuring that only the best-trained and most photogenic horses appear in front of the camera. Trainers work closely with them year-round to ensure they are comfortable with film crews, lights, and the sounds of production.
The Art of Training
To make a Budweiser commercial, the Clydesdales must perform seamlessly, whether they are pulling the iconic beer wagon, trotting through scenic landscapes, or engaging in emotionally compelling scenes. The training process is intensive and involves:
- Conditioning and Strength Training: The horses undergo daily exercise to maintain their muscular build and endurance.
- Behavioral Training: Horses are trained to respond to specific commands, work in unison, and stay calm under unpredictable circumstances.
- Socialization: Since the commercials often involve multiple horses working together, the Clydesdales are accustomed to interacting with different team members.
- Familiarization with Filming Conditions: Bright lights, large cameras, and a bustling crew can be intimidating, so trainers expose the horses to these elements in advance.
Training sessions can take months, ensuring that the horses execute their roles with precision. Their well-being is a top priority, with veterinarians and caretakers monitoring their health closely throughout the filming process.
Choosing the Location
One of the most striking elements of a Budweiser Clydesdales commercial is the breathtaking scenery. Whether it’s a snowy landscape, a rural farm, or a classic American town, the setting plays a crucial role in storytelling. Location scouts search for the perfect backdrop, keeping in mind the theme and emotional tone of the commercial.
- Winter Commercials: Snow-covered fields and quaint countryside barns are often chosen for holiday-themed ads.
- Rustic Farms: Traditional farmlands and rolling pastures help emphasize the heritage of Budweiser’s brewing legacy.
- Urban Settings: Some commercials have featured the Clydesdales in small-town parades, highlighting the brand’s connection with communities.
Once a location is selected, the production team assesses terrain conditions, accessibility for the horses, and necessary permits to ensure a smooth filming process.
Crafting the Story
A Budweiser Clydesdales commercial is more than just a visual spectacle—it tells a story. Whether it’s a heartwarming reunion, a tribute to American resilience, or a simple yet touching moment, the script is carefully crafted to evoke emotions.
Some of the most memorable Clydesdales commercials include:
- “Puppy Love” (2014): A touching friendship between a Clydesdale and a Labrador puppy, showcasing themes of loyalty and companionship.
- “Reunion” (2013): A young man reunites with the Clydesdale he raised, symbolizing deep connections and nostalgia.
- “Respect” (2002): A tribute to 9/11, where the Clydesdales kneel in remembrance, leaving a lasting impact on viewers.
Each story undergoes meticulous planning, from scriptwriting to storyboarding, ensuring every frame aligns with Budweiser’s brand message.
The Filming Process
Once the location, horses, and script are finalized, the actual filming begins. A Budweiser Clydesdales commercial typically takes weeks to shoot, with multiple takes required to capture the perfect shot.
- Camera Work: High-definition cameras, drones, and specialized rigs are used to capture stunning angles and sweeping landscapes.
- Natural Lighting: Many scenes rely on natural lighting to enhance authenticity, requiring precise timing for golden hour shots.
- Horse Handlers: Trainers are always on standby to guide the horses, ensuring their comfort and safety.
- Multiple Takes: Horses, like human actors, don’t always perform perfectly on the first try. Patience and repetition are key to getting the desired footage.
Each shot is carefully planned, from slow-motion gallops to close-up expressions that convey emotion. Post-production editors later refine these moments to create a visually compelling narrative.
Special Effects and Post-Production
Once filming wraps up, the footage moves into the editing phase. Post-production plays a critical role in perfecting the commercial:
- Color Grading: Enhancing the hues and contrast to create a cinematic look.
- Music and Sound Design: Emotional orchestral scores and subtle sound effects (such as hoofbeats and wind) add depth to the story.
- Visual Effects: While Budweiser commercials prioritize authenticity, subtle CGI may be used to enhance certain elements, such as snow or lighting effects.
Editors meticulously stitch together the footage, ensuring every second aligns with the intended emotional impact.
The Grand Premiere
Budweiser Clydesdales commercials often premiere during major televised events, with the Super Bowl being the most anticipated stage. Millions of viewers eagerly await these commercials, which stand out among flashy, high-energy ads due to their heartfelt storytelling and classic Americana feel.
Once released, these commercials often go viral, amassing millions of views on social media. The tradition of the Budweiser Clydesdales continues to resonate with audiences, proving that powerful storytelling can leave a lasting impression.
Conclusion
Creating a Budweiser Clydesdales commercial is an art form that requires dedication, precision, and a deep understanding of storytelling. From selecting the perfect horses and locations to training, filming, and post-production, every step is executed with the highest level of craftsmanship. The result? A timeless and emotionally moving commercial that continues to capture hearts year after year.
While the technology and advertising landscape may evolve, the Budweiser Clydesdales remain a cherished tradition, reminding us of the beauty of storytelling, the bond between humans and animals, and the power of nostalgia in marketing.
