Budweiser’s Super Bowl commercials have long been a highlight of the annual event, with their iconic Clydesdale horses captivating audiences since their debut in 1986 during Super Bowl XX. Over the years, these commercials have evolved, blending tradition with contemporary storytelling to resonate with viewers.
In 2025, Budweiser continued this legacy with their “First Delivery” commercial, which aired during Super Bowl LIX. This heartwarming ad features a young Clydesdale foal eager to join the ranks of its predecessors in delivering Budweiser beer. Despite initial hesitation from the delivery driver, the determined foal embarks on a journey through diverse terrains, symbolizing perseverance and the brand’s commitment to quality since 1876.
Directed by Henry Alex Rubin and crafted by FCB New York, “First Delivery” marked Budweiser’s 47th Super Bowl advertisement. The commercial not only highlights the foal’s journey but also underscores the brand’s rich heritage and the enduring symbol of the Clydesdales. To celebrate the foal’s debut, the Budweiser Clydesdales made appearances in New Orleans, the host city of Super Bowl LIX, engaging with fans and reinforcing the brand’s connection to its audience.
The “First Delivery” ad received widespread acclaim, topping USA Today’s Ad Meter as the most popular Super Bowl commercial of the year. Its success highlights the audience’s preference for sentimental storytelling over more technologically focused advertisements. This reception underscores Budweiser’s ability to craft narratives that resonate emotionally, blending nostalgia with contemporary themes.
Historically, Budweiser’s Clydesdale commercials have struck a chord with viewers by tapping into themes of Americana, resilience, and unity. Notable past ads include the 2002 tribute to 9/11, where the Clydesdales bowed before the New York City skyline, and the 2013 “Brotherhood” ad, showcasing the bond between a trainer and his horse. These commercials have become cultural touchstones, reflecting societal sentiments and the brand’s values.
In an era where advertising often leans towards the avant-garde or technologically driven, Budweiser’s “First Delivery” serves as a reminder of the power of heartfelt storytelling. By honoring their legacy while embracing fresh narratives, Budweiser continues to gallop to victory in the hearts of Super Bowl audiences.
For those who missed the commercial, you can watch “First Delivery” below:
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