(Courtesy Anheuser-Busch)

From the Prohibition era to Super Bowl commercials, there are few things more iconic in Budweiser’s  history than its team of Clydesdale horses. More than just a mascot, the Clydesdales have been an integral part of Anheuser-Busch’s DNA for more than 80 years.

Now, as the brand marks its 150th anniversary, Budweiser returns to the big stage with “American Icons,” a new spot that celebrates its deep American roots and features the legendary Budweiser Clydesdales in their 48th national Super Bowl appearance.

A Short History of the Budweiser Clydesdales

In April 1933, August A. Busch, Jr. and Adolphus Busch III surprised their father, August A. Busch, Sr., with the gift of a six-horse Clydesdale hitch to commemorate the repeal of Prohibition of beer.

Realizing the marketing potential of a horse-drawn beer wagon, the company also arranged to have a second six-horse Clydesdale hitch sent to New York to mark the event. The Clydesdales drew a crowd of thousands on their way to the Empire State Building. After a small ceremony, a case of Budweiser was presented to former Governor Alfred E. Smith in appreciation of his years of service in the fight against Prohibition.

This hitch continued on a tour of New England and the Mid-Atlantic states, thrilling thousands, before stopping in Washington, D.C., in April 1933 to reenact the delivery of one of the first cases of Budweiser to President Franklin Delano Roosevelt.

Shortly after the hitch was first introduced, the six-horse Clydesdale team increased to eight. On March 30, 1950, in commemoration of the opening of the Anheuser-Busch Newark Brewery, a Dalmatian was introduced as the Budweiser Clydesdales’ mascot. Now, a Dalmatian travels with each of the Clydesdale hitches.

Today, the Budweiser Clydesdales remain an enduring symbol of the brewer’s tradition and legacy, making hundreds of appearances across the country each year.

American Icons

At the heart of the ad is a friendship between a Clydesdale and a bald eagle, a bond that serves as a symbol of Budweiser’s long-standing connection to the American story.

“American Icons” opens with a Clydesdale foal peering from its stable. He emerges to explore the world beyond before spotting a baby bird, tousled and chirping next to an overturned tree. Curious, he approaches, but turns away as “Free Bird” by Lynyrd Skynyrd begins to play while the bird looks on longingly, eager to befriend him.

When a storm rolls in, the foal returns, standing over the bird to shield it from the rain, marking the beginning of a lasting friendship.

To bring “American Icons” to life, Budweiser worked with Academy Award-nominated filmmaker and Emmy Award-winning commercial director Henry-Alex Rubin for the third year in a row. The 60-second in-game spot will air nationally during Super Bowl LX and on Budweiser’s YouTube and social channels.

“As we celebrate Budweiser’s 150th anniversary and America’s 250th birthday, we knew we had to rise to the occasion in a way only Budweiser can,” Todd Allen, SVP of Marketing for Budweiser at Anheuser-Busch, said…

 “‘American Icons’ brings our heritage to life through powerful storytelling with the Budweiser Clydesdales and an American Bald Eagle. This year’s spot will leave fans awestruck and proud to enjoy a Budweiser as they celebrate our shared milestone moments.” 

Unapologetically sentimental, this year’s Budweiser super bowl commercial is as warming as it is welcome, and Anheuser-Busch absolutely nails it.

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And while we’re at it..

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