In the 2025 Super Bowl, Budweiser once again captivated audiences with its commercial titled “First Delivery,” featuring a young Clydesdale foal. This heartwarming advertisement resonated deeply with viewers, earning the top spot in USA TODAY’s Ad Meter rankings.
The “First Delivery” ad tells the inspiring story of a determined Clydesdale foal eager to join the adult horses in delivering Budweiser kegs. Despite being told, “You’re still too little, buddy,” the foal seizes an opportunity when a keg falls off the delivery cart. Embarking on a challenging journey across rugged terrain, the young horse rolls the keg all the way to a bar, successfully completing the delivery. This narrative of perseverance and dedication struck an emotional chord with viewers, reminiscent of Budweiser’s tradition of storytelling.
This commercial marks the 47th Super Bowl appearance of the Budweiser Clydesdales, a symbol of Anheuser-Busch’s heritage since 1933. Notably, it’s the first time in over a decade that a Clydesdale foal has taken center stage in their Super Bowl advertising, adding a fresh yet nostalgic element to their campaign.
The success of “First Delivery” highlights a broader trend in Super Bowl advertising, where audiences favor sentimental and narrative-driven commercials over those focusing on technology or artificial intelligence. According to The Wall Street Journal, viewers this year showed a preference for ads that delivered emotional and inspirational stories, with Budweiser’s Clydesdale ad leading the pack.
In addition to Budweiser’s triumph, other brands also embraced storytelling and nostalgia. Lay’s “The Little Farmer” and Pfizer’s poignant breast cancer awareness message were among the commercials that resonated well with audiences, emphasizing themes of Americana and personal triumphs.
Budweiser’s “First Delivery” not only reinforces the brand’s legacy of creating memorable Super Bowl commercials but also demonstrates the enduring appeal of heartfelt storytelling in advertising. By revisiting the iconic imagery of the Clydesdale and introducing a new generation, Budweiser successfully connected with both longtime fans and new viewers, solidifying its place in Super Bowl advertising history.
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