Budweiser’s Clydesdale Comeback Is a Super Bowl-sized Story of American Resilience

After sitting out last year’s Super Bowl for the first time in 37 years to support COVID-19 vaccine awareness, Budweiser is back with a commercial spotlighting a beloved Budweiser Clydesdale’s path to recovery. In a story that symbolises the resiliency that the people of America continue to show through difficult times, the message is clear. The spot, entitled ‘A Clydesdale’s Journey’ follows a Clydesdale horse overcoming challenges, helped by its own determination and the bond it shares with a dog, stableman and vet.

In a press release for the Super Bowl spot, Daniel Blake, group VP of marketing at Budweiser & Value, Anheuser-Busch says: “As America’s beer, we wanted to come back to the Super Bowl with a message of strength and resilience.” He continues: “Budweiser has a history of supporting the country through difficult times and reminding communities across America that better days are ahead. With this Super Bowl spot, our goal was to highlight the perseverance and determination of the country and depict that by coming together, we can grow and move forward stronger than before.”

Created by VaynerMedia - their first Super Bowl ad with Budweiser - and directed by Academy Award winner Chloé Zhao, A Clydesdale’s Journey, is set to a Gary Clark Jr. arrangement of the national anthem, and through Chloé’s “deeply human” lens, the spot depicts a story that hopefully anyone can empathise with. In the press release, the director says: "We all fall down in life and the journey to healing is often painful, long and solitary. To tell a story of perseverance, hope and friendship through the lens of the beloved Clydesdales really resonated with me."

The Budweiser Clydesdales, have been involved in Anheuser-Busch's television ads since the ‘50s, making their Super Bowl debut in 1975. They are now a staple of Anheuser-Busch's heritage and Super Bowl campaigns, including this one - culminating with the message, “Down never means out,” and reminding viewers that anything is surmountable with perseverance.

Fans can view the 30-second version of A Clydesdale’s Journey during the Super Bowl and can check out Budweiser’s YouTube page for the full 60-second spot.