Every year, the anniversary of 9/11 brings emotions flooding back and weighs heavy on our hearts. It’s a day to remember the lives lost and reflect on the tragedy that unfolded. Amidst the grief, there is a touching ad that aired only once but left a lasting impact. This Budweiser commercial featuring the iconic Clydesdales will undoubtedly tug at your heartstrings.
The ad begins with a breathtaking scene of horses running in a serene field, preparing to honor the memory of the fallen. They are then fitted with their equipment before gently pulling a wagon away from a barn. As they journey through a snow-covered countryside, people stand in awe, watching the majestic horses pass by.
The scene transitions to a cityscape as the horses make their way over the Brooklyn Bridge towards New York City. With the iconic NYC skyline in the distance, the horses come to a stop. The camera zooms in, capturing the noble expression on one of the Clydesdales’ faces. As the camera pulls away, the Statue of Liberty comes into view, and the horses bow down in reverence. The music swells, and the ad fades to black, leaving a powerful impression on viewers.
This emotional commercial aired only once, during Super Bowl XXXVI on February 3, 2002. However, it has found new life on the internet and resurfaces every year on this solemn anniversary. The Anheuser-Busch creative team faced significant challenges to bring this ad to life. They had to gain approval from members of Congress, the advertising community, and New York Mayor Rudy Giuliani.
Bob Lachky, former executive vice president of Anheuser-Busch Global Creative, spoke about the ad’s remarkable production process. He shared, “We filmed in New York City. 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. To actually come into airspace with our helicopter to film the Clydesdales… the hitch coming into Battery Park, and it was amazing… just amazing.”
Ten years after the attacks, an updated version of the ad aired on September 11, 2011, marking the somber tenth anniversary.
The original ad resonated deeply with viewers, leaving them astounded and moved. YouTube comments flooded in, expressing the impact it had on people. Some called for the ad to be aired every 9/11 without any edits, while others admitted that it still brought tears to their eyes. The sentiment of “We must NEVER forget!” was echoed, and people shared their personal experiences and memories from that fateful day.
One commenter touched upon the lasting effects of the tragedy, saying, “I still can’t get past it. I lost so many friends that terrible day. It stays with me like a sickness… each year come August, it starts to creep into my consciousness… and doesn’t leave until a week after the day. Thank you, Budweiser, for this moving tribute… Please everyone, take a moment, remember those lost, and those fallen from the FDNY/NYPD who so bravely faced certain death to try and save others.”
Another person shared their firsthand experience of being present during the filming of the final scenes. The tribute was so powerful that it left not a dry eye among them. They mentioned that someone who had lost loved ones during the attacks even struggled to breathe momentarily but found solace in the tribute and eventually in a Bud Light.
The Budweiser ad serves as a poignant reminder to reflect, remember, and honor the lives lost on 9/11. Its enduring impact continues to evoke strong emotions in those who watch it, keeping the memory alive year after year.
