The Budweiser Clydesdale Commercial from Super Bowl 2013 remains one of the most emotionally impactful and widely beloved advertisements in the history of Super Bowl commercials. This minute-long advertisement, titled “Brotherhood,” tells a heartfelt story about the bond between a Clydesdale horse and its trainer, capturing the hearts of millions and leaving an indelible mark on advertising history.
The Storyline
The commercial follows the journey of a young Clydesdale horse and the man who raises and trains him. The ad opens with a scene of the trainer caring for a foal, symbolizing the beginning of a deep and meaningful connection between the two. As the horse matures, their bond strengthens through moments of training, nurturing, and companionship. Eventually, the fully grown Clydesdale leaves to join the iconic Budweiser team, setting the stage for an emotional farewell.
The climax of the commercial comes three years later when the trainer, now seemingly settled into a life without his beloved horse, sees the Budweiser Clydesdales passing through his city during a parade. He attends the event, watching his former companion proudly march with the team. After the parade, the man prepares to leave, but something extraordinary happens—the Clydesdale breaks free from its handlers and gallops toward him. The two reunite in an embrace, emphasizing the strength of their bond. This moment, underscored by a touching musical score, encapsulates the theme of lasting friendship and devotion.
Emotional Appeal
One of the main reasons the Budweiser Clydesdale commercial resonated so deeply with audiences was its emotional storytelling. The ad masterfully evokes feelings of nostalgia, love, and reunion. It taps into the universal theme of deep personal connections—whether between humans and animals, friends, or family members—making it relatable to a broad audience. The concept of separation followed by a heartfelt reunion is a classic narrative device that plays on human emotions, ensuring the message lingers long after the commercial ends.
The Role of Music
Music plays a significant role in the commercial’s impact. The background song, “Landslide” by Fleetwood Mac, covered by singer-songwriter Lee DeWyze, adds a layer of poignancy to the visuals. The lyrics and melancholic tune enhance the feeling of longing and reunion, reinforcing the emotional weight of the story. The song choice was crucial in making the commercial not just an advertisement but an experience that resonated deeply with viewers.
Cinematic Excellence
The production of the Budweiser Clydesdale commercial was nothing short of cinematic excellence. Directed by Jake Scott, known for his ability to tell emotionally compelling stories, the advertisement was shot with a warm, nostalgic color palette that complemented the heartfelt narrative. The pacing, camera angles, and transitions between past and present seamlessly conveyed the depth of the trainer’s relationship with the horse. Every frame was meticulously crafted to evoke emotion and authenticity.
The Clydesdales’ Symbolism
The Budweiser Clydesdales have long been a symbol of tradition, heritage, and quality. Their inclusion in Super Bowl commercials has been a time-honored tradition for Anheuser-Busch, reinforcing the brand’s identity while also creating a sense of nostalgia for viewers. In “Brotherhood,” the Clydesdale represents loyalty, devotion, and the enduring bonds of friendship—qualities that align with Budweiser’s brand message. The choice to focus on this emotional story, rather than directly advertising the beer, made the commercial more powerful and memorable.
Public Reception and Impact
Following its premiere during Super Bowl XLVII, the commercial quickly became one of the most talked-about ads of the year. It topped the USA Today Ad Meter rankings, which gauge audience reactions to Super Bowl commercials, and received widespread acclaim from critics and fans alike. Viewers took to social media to express how the ad moved them, with many calling it one of the best Super Bowl commercials ever produced. The advertisement’s emotional appeal also led to increased brand engagement, as people shared the video across platforms, further cementing its impact.
Social Media and Interactive Engagement
In addition to its success on television, Budweiser leveraged social media to increase engagement with the commercial. Before the Super Bowl, Budweiser held a contest allowing fans to help name the newborn Clydesdale featured in the ad. The winning name, “Hope,” was announced after the game, further involving the audience in the campaign. This interactive strategy strengthened the brand’s relationship with its consumers, making them feel personally connected to the commercial and the Clydesdale story.
The Legacy of “Brotherhood”
A decade after its release, the 2013 Budweiser Clydesdale commercial continues to be regarded as one of the greatest Super Bowl ads of all time. It set a benchmark for emotional storytelling in advertising and reinforced Budweiser’s ability to create content that resonates beyond traditional marketing. The success of “Brotherhood” inspired similar ads in subsequent years, proving that heartfelt narratives often leave a longer-lasting impression than straightforward product promotions.
Conclusion
The Budweiser Clydesdale commercial from Super Bowl 2013 was more than just an advertisement—it was a poignant, beautifully crafted story that touched millions. With its powerful narrative, emotional depth, and cinematic brilliance, it demonstrated the art of storytelling in marketing. The enduring popularity of the commercial is a testament to the impact of meaningful connections, proving that sometimes, the most effective advertising isn’t about selling a product, but about telling a story that stays with the audience long after the screen fades to black.
