On the anniversary of 9/11, emotions run high and hearts are heavy as we remember the tragic events that took place on that fateful day. In a poignant and heart-wrenching ad, Budweiser pays tribute to the victims and heroes of 9/11 with their signature Clydesdale horses.
The ad, which only aired once during Super Bowl XXXVI on February 3, 2002, begins with a peaceful scene of horses running in a field, adorned with their equipment. They then pull a wagon away from a barn and travel on a snow-covered road, with onlookers in awe of their magnificence.
The scene then shifts to a cityscape, as the horses make their way over the Brooklyn Bridge towards New York City. As they approach the city, the iconic skyline comes into view, with the Statue of Liberty standing tall in the distance.
A close-up of one of the majestic Clydesdales is shown, before the camera pulls away to reveal the Statue of Liberty in all its glory. The music swells and the horses bow down, paying their respects to the city and its people. The ad ends with a fade to black, leaving a lasting impact on viewers.
Although the ad only aired once, it continues to live on through the internet and is shared every year on the anniversary of 9/11. The creative team at Anheuser-Busch had to seek approval from various authorities, including members of Congress, the advertising community, and New York Mayor Rudy Guiliani, to make the ad a reality.
Bob Lachky, former executive vice president of Anheuser-Busch Global Creative, shared the challenges they faced while filming the ad in New York City. He explained, “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 air space with our helicopter to film the Clydesdales…the hitch coming into Battery Park and it was amazing…just amazing.”
On the tenth anniversary of the attacks, an updated version of the ad was aired, keeping the memory of 9/11 alive and honoring those who lost their lives.
The original commercial on YouTube has garnered emotional responses from viewers, with many expressing their deep appreciation for the tribute. Some have shared their personal experiences and memories from the attack, while others have shared their experience of being present during the filming of the ad.
As we remember the events of 9/11, let us also remember the resilience and strength of the American people, and honor the memory of those who were lost. This moving ad serves as a reminder of the unity and compassion that emerged in the face of tragedy.
