This Budweiser Commercial Only Aired Once, Right After 9/11

Posted by Allie Layos

A bunch of horses made the greatest 9/11 tribute of all time in this Budweiser commercial. 

Though it only aired once, during Super Bowl XXXVI on February 3, 2002, this Budweiser commercial has never been forgotten for the beautiful statements it makes about patriotism, unity, and the American spirit in the wake of the terrorist attacks of September 11th.

And who better to make that statement than true American icons the Budweiser Clydesdales?

As Bob Lachky, former executive vice president of Anheuser-Busch Global Creative, said in an interview with Fox 5, when Anheuser-Busch’s creative team came up with the concept, they had a lot of red tape to get through before they could actually make the commercial. Since they wanted to actually film in New York City, they had to get approval from members of Congress, the advertising community and from New York Mayor Rudy Giuliani.

“We had a helicopter going over the Brooklyn Bridge. Mayor Giuliani let us into the city – the only film company of any sort right after 9-11,” Lachky said. “To actually come into air space with our helicopter to film the Clydesdale…the hitch coming into Battery Park and it was amazing…just amazing.”

The original commercial can be viewed here on YouTube, but Budweiser did air an updated version of the commercial for the tenth anniversary of the attacks on September 11, 2011.

Many viewers were moved by the fact that the commercial is actually less a commercial and more a tribute to the fallen of the September 11th attacks and a nation in healing. In fact, the Budweiser logo isn’t even shown until the very end.

Though the entire video is inspirational, the most moving moment is when the hitch makes its way from St. Louis to its destination and you see the Manhattan skyline, sans the Twin Towers. Just when you think it can’t get anymore emotional, the famous Clydesdale horses slowly draw their hooves back and sink into a breathtaking bow.

No matter how difficult the commercial was to film, the finished product was clearly worth all the obstacles.

What do you think about this Super Bowl commercial? Let us know in the Facebook comments below!

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This Budweiser Commercial Only Aired Once, Right After 9/11