From Anheuser-Busch:
BUDWEISER BRINGS ITS ICONIC HORSES BACK TO THE SUPER BOWL STAGE WITH A NOSTALGIC SPOT THAT FEATURES THE BELOVED CLYDESDALE AND LABRADOR DUO
New York, NY - January 31, 2024 - As a classic American lager enjoyed at local bars, the go-to beer for cheering on sports teams and one of the most beloved Super Bowl advertisers, Budweiser is back in the Big Game with a spot that honors its legacy as a brand that always delivers in the moments that matter. The spot, entitled “Old-School Delivery,” stars the iconic Budweiser Clydesdales in their 46th Super Bowl appearance, capturing a timeless message of resilience and determination that defines both the Budweiser brand and the American spirit.
“Budweiser has been synonymous with the Super Bowl for decades and the broadcast continues to be a very special moment for our brand and a core pillar of our advertising strategy,” said Kristina Punwani, Head of Marketing at Budweiser USA. “This year, we’re thrilled to bring our fans a piece of the traditional Super Bowl entertainment that they know and love from Budweiser: the iconic Clydesdales. We knew there was no better way to show Budweiser’s continued commitment to delivering for its fans than with our biggest celebrities.”
The spot showcases the brand’s history and commitment to always delivering - more than just beer - in the moments that matter. Throughout its 147-year history, Budweiser has shown up at iconic sporting events, served those bravely defending our country, and supported communities in times of disaster, always upholding its legacy in American culture and staying true to its mission of bringing people together over a beer.
The Spot
Directed by Academy Award-nominated filmmaker and Emmy Award-winning commercial director Henry Alex Rubin and created by FCB New York, “Old-School Delivery” starts in a small town struck by a snowstorm. Due to the snow, roads are closed, halting beer deliveries, and beer supply runs low at the local bar. When a seemingly insurmountable roadblock arises, the Budweiser Clydesdales, who have symbolized both American tradition and resilience since 1933, emerge from their stables and nudge the delivery driver. He catches on to their idea, one that harkens back to deliveries of decades past, and takes a different approach – the “old-school” way.
Together, the Budweiser delivery truck driver and his colleague, played by Fred Dana, a real-life Budweiser wholesaler for the last 34+ years, load the traditional wooden Budweiser hitch with beer before the team heads out into the snow. Back in the small-town bar, a Labrador hears the Clydesdales struggle to navigate the storm and runs outside to guide them the rest of the way. When the Clydesdales triumphantly appear, the town’s patrons cheer as Budweiser is brought in and celebrations begin anew. The film closes with bargoers enjoying the moment over a Budweiser, before flashing an end card that reads, “Delivering Since 1876.”
Budweiser is a brand that resonates with many people across the country including Anheuser-Busch's network of wholesalers, distributors, delivery drivers and brewery workers. This year, Budweiser is not only delivering Super Bowl quality entertainment, but also recognizing the resilience and determination of so many who spent the last 147 years working to get Budweiser in the hands of 21+ fans across the country.
As an extension to the Super Bowl LVIII spot, the Budweiser Clydesdales will also play a pivotal role on the ground in Las Vegas through community engagement activities. They’ll bring the story of the commercial to life for 21+ consumers in town for the Big Game by bringing Budweiser to bars around the city.
Consumers can follow the Clydesdales’ journey leading up to the Big Game by visiting Budweiser’s social channels: YouTube, X, Instagram and Facebook.
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