The 2013 Budweiser Super Bowl commercial, titled “Brotherhood,” captured the hearts of millions with its emotional storytelling, stunning cinematography, and the iconic Clydesdale horses. The extended version of this advertisement took the emotional impact a step further, offering additional depth and connection to the already poignant narrative. As one of the most memorable Super Bowl commercials in history, “Brotherhood” exemplified Budweiser’s commitment to crafting heartfelt stories that resonate with viewers on a personal level.
The Storyline
The commercial follows the touching journey of a Clydesdale foal and its devoted trainer. Set against the backdrop of a peaceful horse ranch, the story begins with the birth of the foal, immediately forging a bond between the man and the young horse. Through a series of beautifully shot sequences, viewers witness the trainer caring for the Clydesdale, bottle-feeding it, playing with it, and training it as it grows into a magnificent adult horse.
As the Clydesdale matures, it is eventually taken away to join the renowned Budweiser team, leaving the trainer behind. The sorrow on his face is unmistakable as he watches his beloved companion depart. Time passes, and the man continues with his life, seemingly moving forward but never truly forgetting the special bond he shared with the horse. A newspaper clipping informs him that the Budweiser Clydesdales will be parading in a nearby city, reigniting emotions tied to their past connection.
The climax of the commercial arrives when the trainer attends the parade, hoping to catch a glimpse of his former companion. As the horses march by in their grand Budweiser procession, the Clydesdale recognizes its former caretaker and, against all odds, breaks free from the parade to run back to the man. The two reunite in a deeply emotional embrace, showcasing an unbreakable bond of loyalty and love.
Emotional Impact
One of the most compelling aspects of “Brotherhood” is its ability to evoke deep emotions. The ad taps into universal themes of love, loyalty, and companionship, making it relatable to audiences of all backgrounds. The touching reunion scene leaves viewers with a sense of warmth and nostalgia, underscoring the strength of bonds formed over time, whether between humans or between humans and animals.
The commercial’s effectiveness lies in its simplicity and sincerity. There are no spoken words; instead, the storytelling is conveyed through visuals and expressions, making the emotions feel even more profound. By stripping away dialogue, the advertisement allows the audience to interpret and feel the story in a deeply personal way.
Cinematography and Aesthetic Choices
The cinematography in “Brotherhood” is breathtaking, with sweeping shots of open fields, golden sunlight filtering through trees, and close-ups that capture intimate moments between the man and the horse. The natural color palette and warm lighting add to the overall sense of nostalgia and comfort, enhancing the emotional pull of the story.
Each frame is meticulously composed to highlight the deep connection between the trainer and the Clydesdale. The pacing of the commercial is also masterfully handled, with smooth transitions between the past and the present, allowing viewers to feel the passage of time and the enduring strength of the relationship.
The Music: A Perfectly Chosen Soundtrack
A crucial element that elevates “Brotherhood” to greatness is its choice of music. The commercial is set to the song “Landslide” by Fleetwood Mac, performed by Stevie Nicks. The song’s lyrics and melancholic melody perfectly complement the themes of growth, change, and nostalgia. The hauntingly beautiful tune enhances the emotional depth of the commercial, making it even more impactful.
The lyrics, “Well, I’ve been afraid of changing ’cause I’ve built my life around you,” resonate deeply with the storyline, emphasizing the bittersweet reality of time moving forward and relationships evolving. The combination of visuals and music creates a poignant experience that lingers in the minds of viewers long after the commercial ends.
Cultural and Marketing Impact
The success of “Brotherhood” goes beyond just being a well-crafted advertisement. It became a cultural phenomenon, generating widespread discussion and praise. Viewers took to social media to express their emotional reactions, with many calling it one of the best Super Bowl ads of all time.
Budweiser’s decision to focus on an emotionally driven narrative rather than direct product promotion proved to be an excellent marketing strategy. By fostering a deep emotional connection with audiences, the brand reinforced its image as a company that values tradition, loyalty, and heartfelt storytelling. The Clydesdales, long associated with Budweiser’s heritage, were the perfect choice to convey these themes, solidifying their status as an enduring symbol of the brand.
The Extended Version: Added Depth and Emotion
The extended version of “Brotherhood” includes additional scenes that further develop the story. It provides more glimpses into the early bond between the trainer and the foal, showing tender moments of care and companionship. These added details make the eventual separation even more heart-wrenching and the reunion even more gratifying.
Moreover, the extended cut allows for a slower, more immersive storytelling experience. It gives the audience more time to connect with the characters and feel the weight of their emotions. This version showcases Budweiser’s dedication to storytelling excellence, ensuring that every second of the commercial resonates with its audience.
Legacy and Lasting Appeal
Years after its initial airing, “Brotherhood” remains one of the most beloved Super Bowl commercials. It is frequently revisited during discussions of the greatest ads of all time, proving its lasting appeal. The emotional authenticity, combined with stunning visuals and a perfectly chosen soundtrack, ensures that it continues to touch hearts even after repeated viewings.
Budweiser has a long history of creating memorable Super Bowl commercials, but “Brotherhood” stands out as a masterpiece of advertising. It exemplifies the power of storytelling in marketing, demonstrating that a well-told story can leave a lasting impression far beyond the product itself.
Conclusion
The 2013 Budweiser Super Bowl ad – Extended Version of “Brotherhood” is a shining example of how advertising can be both emotionally compelling and commercially effective. Through its heartfelt narrative, stunning cinematography, and the perfect choice of music, it creates an experience that is both moving and unforgettable. By focusing on themes of love, loyalty, and the passage of time, Budweiser successfully crafted a commercial that continues to resonate with audiences, proving that great storytelling is the key to impactful marketing. The ad is more than just a promotion for a product; it is a touching tribute to the bonds that define our lives.
