In a heartwarming return to Super Bowl advertising, Budweiser has unveiled a fresh take on its iconic Clydesdales for Super Bowl LIX. The new commercial, titled “First Delivery,” introduces a Clydesdale foal as the central figure, marking the first time in over a decade that a young horse has taken the spotlight in Budweiser’s Super Bowl campaigns.
Budweiser Clydesdales Have New Look For Super Bowl
Directed by Academy Award-nominated filmmaker Henry Alex Rubin and crafted by FCB New York, the 90-second spot opens at the Budweiser Brewery, where the renowned Clydesdale hitch is preparing for a delivery. As the team departs, a determined foal notices a keg has fallen off the wagon. Undeterred by his initial exclusion from the delivery team, the young Clydesdale embarks on a journey through picturesque backcountry landscapes, persistently nudging the keg to its intended destination. Upon arriving at a local bar, the foal’s dedication is met with admiration from onlookers, culminating in the tagline, “Delivering Since 1876,” underscoring Budweiser’s longstanding commitment to its consumers.
Kristina Punwani, Head of Marketing at Budweiser USA, emphasized the brand’s intent behind the commercial: “Budweiser’s Super Bowl Spot is a nod to the grit, resilience, and dedication that make up the American spirit. Through the journey of this determined Clydesdale foal, the spot brings to life Budweiser’s legacy and steadfast commitment to always deliver for consumers, no matter the challenges along the way.”
The decision to feature a foal aligns with Budweiser’s strategy to blend nostalgia with contemporary storytelling. The Clydesdales have been a symbol of Anheuser-Busch’s tradition since 1933, appearing in 47 Super Bowl commercials to date. This year’s narrative aims to resonate with audiences by highlighting themes of perseverance and dedication, mirroring the brand’s own journey and values.
In the weeks leading up to the Super Bowl, Budweiser teased the new look with a 15-second film across various social media platforms, showcasing the foal’s fluffy ears and hinting at the forthcoming story. This strategic move generated buzz and anticipation among fans eager to see the beloved Clydesdales in a new light.
“First Delivery” not only pays homage to Budweiser’s rich heritage but also introduces a fresh perspective, aiming to connect with both long-time fans and new audiences. By focusing on the journey of a young Clydesdale, the commercial encapsulates the essence of hard work, determination, and the unwavering commitment to delivering quality—values that have been at the core of Budweiser since its inception.
For those interested in experiencing the full narrative, the “First Delivery” commercial is available for viewing on Budweiser’s official social media channels and aired nationally during Super Bowl LIX.
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