Delivering Budweiser’s Old-School Super Bowl Spot with FCB

At this year’s Super Bowl, the legendary Budweiser Clydesdales made their 46th big game appearance. Created by FCB NY and directed by Henry Alex Rubin, the snowy spot told the story of a perilous beer delivery, rescued by the brand’s horses - and a Labrador. 

Centred around the tagline ‘Delivering Since 1876.', the film was a return to ‘old-school’, large-scale storytelling with plenty of American spirit, helping the brand become even more synonymous with the States’ biggest sporting event of the year.

To get a glimpse behind the scenes, LBB’s Ben Conway spoke to FCB NY’s executive creative director, Alexandre Abrantes, discussing why the Budweiser Clydesdales is a dream project for any creative, the power of bringing back “old friends” and the challenge of making it snow in California.

LBB> Budweiser and its iconic Clydesdales have become synonymous with the Super Bowl over time - how are you trying to keep things nostalgic but fresh after 46 appearances?

Alexandre> A Super Bowl spot for Budweiser featuring the Clydesdales? That’s a dream project for any creative in our industry. When you get to work with Budweiser, the brand already has its own celebrities, the Clydesdales, who have now appeared in 46 Super Bowl commercials. In addition to representing the brand, America loves them. When you get a powerful asset like that and top it with creative, emotive storytelling, the result can be very impactful. And that’s what we pushed for with this idea.

LBB> ‘Old-School Delivery’ feels exactly that - old-school. How did you develop this classic-feeling story?

Alexandre> We looked to tell a heart-warming story about persevering. The story of the American spirit itself, which Budweiser embodies so perfectly. The spot’s nostalgic look, feel and delivery mechanism brought that story to life in a powerful way and showed that when challenges arise, we can always count on some good old friends. 

LBB> Did you work closely with Henry-Alex Rubin on the creative? Why was he the best director for the job?

Alexandre> When we first talked about this idea with Henry, we realised he couldn’t be more perfect for the job. He not only brought it to life but elevated it to the next level. He turned a plot about a beer delivery into an inspiring and emotional story that perfectly captured Budweiser’s commitment to showing up for its fans. We were so lucky to have Henry and Smuggler as partners on this. 

LBB> If the Clydesdales weren't enough, the film also has an adorable dog - was there a risk of the spot becoming saccharine or clichéd? Or is this traditional all-American imagery and animal cuteness part of what makes Super Bowl spots so great?

Alexandre> It’s not necessarily animal cuteness because the film itself isn’t trying to be cute. The Clydesdales and dogs have established a shared legacy in Budweiser’s Super Bowl spots and their friendship has become an effective tool to tell larger brand stories. We thought it was an interesting touch to bring back that ‘old friend’ to help them find their way – because just like it takes a village to maintain Budweiser’s commitment to delivering, sometimes the Clydesdales need a hand (or paw), too. 

It brings that warm feeling, despite the wintery setting of the film. And the addition of ‘The Weight’ by The Band really added the final touch. Kudos to Barking Owl for making it fit so perfectly in the cut.

LBB> Were you on set for the production at all? If so, what were some of the standout moments?

Alexandre> Absolutely! I mean, come on! A Super Bowl spot for Budweiser with Clydesdales and a yellow lab? Who wouldn’t want to be there to see it come to life? But in all seriousness, from time to time we have a chance to live an unforgettable moment. And this was one of those.

LBB> What was the hardest challenge you faced on this project, and how did you overcome it?

Alexandre> Probably trying to make it snow in California. But our partners at The Mill made it happen!

LBB> What is your favourite moment from the final spot, and why?

Alexandre> There are so many great moments in this film that it’s hard to choose just one. But when we first saw the Clydesdales cresting the hill with that sunlight in the background, everyone on set knew instantly we were onto something special.