Budweiser Clydesdales ‘9/11 Tribute’ Commercial: Super Bowl 2011

In this Super Bowl 2011 commercial, the Budweiser Clydesdale horses bow in tribute, with the Statue of Liberty in the background, ten years after the 9/11 tragedy.

Script

In an idyllic rural setting, a team of eight horses pull an antique red wagon out of a vintage barn. There are two uniformed riders on the wagon.

A close-up reveals that these horses are stunningly beautiful Clydesdales.

Next, a transition montage shows the horses walking and trotting along a green pasture, then along the cobblestone road of a small town, and then across the Brooklyn Bridge. Beyond the bridge, the Clydesdales reach a field where skyscrapers can be seen in the distant background. 

The distant skyline becomes recognizable as New York. The team of horses become recognizable as the Budweiser Clydesdales.

With the Statue of Liberty now in the background, the Budweiser Clydesdales stop walking and begin to bow their heads in unison.  A wider camera angle then shows “Budweiser” painted on the side of the beer wagon. Wistful background music reaches its emotional crescendo.  

On-Screen Text: “We’ll never forget.”

[Budweiser logo]

On-Screen Text: “Enjoy Responsibly”

Year
2011
Related Materials

Anheuser-Busch began using Clydesdales and a horse-drawn beer wagon to promote Budweiser in 1933. 

The Budweiser Clydesdales remain an enduring symbol of the brewer’s heritage. The Clydesdales first appeared in a Super Bowl ad in 1975 and continue to be featured.

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