The Super Bowl has been a stage for numerous iconic commercial moments, but few have captured the public imagination as enduringly as those featuring the majestic Budweiser Clydesdales. These magnificent horses have been a recurring and beloved presence in Super Bowl advertising since 1986, etching their mark on advertising history with their heartwarming and often humorous narratives.
The Genesis of a Super Bowl Tradition
The Budweiser Clydesdales first graced the Super Bowl screens in 1986 with a commercial that featured the horses trotting through snow, accompanied by the iconic jingle, “when you say Bud you’ve said it all.” This initial appearance marked the beginning of a long-standing tradition. Following this debut, the Clydesdales made subsequent appearances in the 1991, 1992, and 1995 Super Bowls. However, it was the 1996 advertisement, depicting two teams of Clydesdales engaged in a football game in a snow-covered meadow, that truly set a new benchmark for Super Bowl advertising.
Anheuser-Busch’s general manager for Clydesdale operations, Jeff Knapper, highlighted the extensive training involved, stating that a team of Clydesdales prepared near Jackson Hole, Wyoming, for months. The horses were meticulously trained for specific actions, both individually and in groups. Knapper emphasized the authenticity of these commercials, noting, “I’d say 95 percent of the stuff you see is real stuff, real horses doing it.” Exceptions did exist, such as the use of a puppet hoof for a football kick, as kicking with hind legs is not a natural horse behavior. In other instances, computer-generated imagery enhanced the narratives. A poignant example is the post-9/11 commercial, “Respect,” which featured the Clydesdales bowing against the backdrop of the Manhattan skyline. While the first two horses in the team genuinely bowed, their images were duplicated to create the illusion of the entire team performing the gesture.
Memorable Super Bowl Commercials Featuring the Clydesdales
Over the years, Budweiser has showcased a diverse range of storylines for its Clydesdale Super Bowl commercials, each leaving a unique impression on viewers:
- Football (1996): This commercial presented a football game between two teams of Clydesdales, culminating in a dramatic last-second field goal.
- Clydesdale Dream (1998): A young Clydesdale, separated from the team by a fence, dreams of joining them. The lead Clydesdale winks, offering a glimmer of hope.
- Separated at Birth (1999): Two Dalmatians, separated in puppyhood, are joyfully reunited years later, one on a fire truck and the other riding with the Clydesdales.
- Respect (2002): A somber yet powerful tribute to the victims of the 9/11 attacks, featuring the Clydesdales bowing in solemn respect.
- Replay (2003): During a football game, a zebra is brought in to review a replay, leading to a humorous exchange between two cowboys about the referee’s identity.
- Born a Donkey (2004): A donkey with aspirations to join the Clydesdale team attempts to fit in by using hair extensions on its legs.
- Snowball Fight (2005): Young Clydesdales initiate a playful snowball fight with their elders, who retaliate by showering them with snow from a tree.
- American Dream (2006): A young Clydesdale attempts to pull a wagon solo, unaware that the older horses are secretly providing assistance.
- Lamb Streaker (2006): Returning to the football theme, a shorn lamb runs onto the field, prompting a witty remark from a cowboy.
- Spot Wink (2007): A mud-splattered mutt joins a parade alongside a Dalmatian, marked by a distinctive wink.
- Team (2008): Hank the Clydesdale, initially cut from the team, trains rigorously to the tune of “Rocky” and achieves his dream, sharing a high-five with his Dalmatian trainer.
- Stick (2009): After observing a Dalmatian fetch a stick and receive a treat, a Clydesdale brings back an entire tree branch.
- Circus (2009): A Clydesdale falls in love with a dancing circus horse and embarks on a cross-country chase to be with her.
- Generations (2009): A Clydesdale narrates the story of following in the hoofsteps of his great-grandfather, who journeyed from Scotland to join the original Clydesdale team.
- Fences (2010): A calf and a young Clydesdale grow up on opposite sides of a fence. Years later, the calf, now a bull, breaks through the fence to reunite with his friend, who now leads the team.
- Wild West (2011): The Clydesdale team intervenes to prevent a villain from disrupting an Old West saloon, leading to a town-wide singalong of Elton John’s “Tiny Dancer.”
- Return of the King (2012): Clydesdales and a beer wagon celebrate the end of Prohibition.
- Brotherhood (2013): During a Chicago parade, a Clydesdale trainer is joyfully reunited with the horse he raised.
- Puppy Love (2014): This commercial highlighted the extraordinary bond between a puppy and the iconic horses, a common theme in Budweiser ads.
- Lost Dog (2015): The puppy from the previous year’s commercial returns, and the Clydesdales once again look out for their young friend.
- Not Backing Down (2016): Budweiser launched a bolder campaign, eschewing puppies and sentimental themes for a more direct approach.
- A Clydesdale’s Journey (2022): This ad featured the reunion of a Clydesdale and a dog, though it offered a different tone compared to previous heartwarming commercials.
- Old-School Delivery (2024): When a snowstorm jeopardizes a beer delivery, the Clydesdales, with the help of a yellow Labrador, devise a plan to complete the task.
- First Delivery (2025): A determined Clydesdale foal, left behind by the rest of the team, finds a way to prove his worth by rescuing a stray keg and delivering it to a local bar. This commercial marked the return of a foal to Budweiser ads since 2013.
- American Icons (2026): This 60-second spot celebrated both the brewer’s milestones and American freedom, pairing the Clydesdales with the iconic song “Free Bird” by Lynyrd Skynyrd.
The enduring presence of the Budweiser Clydesdales in Super Bowl commercials underscores their status as American icons, consistently delivering memorable and emotionally resonant advertisements year after year.
