The iconic equines will bring their trademark brew to a snowbound town.
The beloved Budweiser Clydesdales are making a triumphant return to the Super Bowl during Sunday’s CBS telecast of The Big Game. And the folks at Anheuser-Busch want the world to know that audiences will be seeing a lot more of the hefty horses than they may have in recent years.
In 2023, for example, the Clydesdales made only a fleeting appearance in a commercial that ran only in a few local markets during Super Bowl LVII — a sharp contrast to the 2022 ad directed by Oscar-winner Chloé Zhao (Nomadland). But this year, according to an Anheuser-Busch announcement, “Budweiser and the iconic Clydesdales are back with a timeless message of resilience, determination, and coming together over a beer. The spot is rooted in the scenes, storylines, and on-screen magic that shaped the brand’s legacy as one of the top advertisers of all time.”
But wait, there’s more: “The Budweiser Clydesdales will also play a pivotal role on the ground in Las Vegas, delighting consumers and representing Anheuser-Busch and Budweiser’s longstanding heritage.”
So if you’re lucky enough to be in Las Vegas this coming weekend, and you happen to see the Clydesdales trotting stately in front of your hotel, don’t worry: You’re not necessarily imbibing too much.
As for the commercial itself, we can attest: It’s an instant classic in the Budweiser tradition. Effectively underscored by The Band’s signature song “The Weight,” the spot — titled “Old School Delivery” — illustrates the hardiness of the mighty equines as they brave the elements and, with a little help from a friendly Labrador Retriever, deliver their trademark brew to thirsty residents in a snowbound town.
“Budweiser has been synonymous with the Super Bowl for decades,” Kristina Punwani, head of marketing at Budweiser USA, said in a statement, “and the broadcast continues to be a very special moment for our brand and a core pillar of our advertising strategy. We knew there was no better way to show Budweiser’s continued commitment to delivering for its fans than with our biggest celebrities.”
Here is a preview of the ad.