In 2023, one of the most anticipated moments of the Super Bowl was the unveiling of Budweiser’s iconic Clydesdales commercial. Known for their connection to Americana and the brand’s rich history, the Clydesdales have become a symbol of not only Budweiser but also the values of tradition, resilience, and celebration. However, this year’s commercial took a unique turn, departing from the typical format and offering viewers a blend of nostalgia, heartwarming emotion, and a powerful message of recovery and unity.
The Legacy of the Clydesdales
The Clydesdales have been part of Budweiser’s advertising campaign for over 80 years. Debuting in 1933 to celebrate the repeal of Prohibition, these majestic horses quickly became the brand’s signature symbol. Over time, the Clydesdales transcended their role as mere marketing tools, becoming synonymous with quality, strength, and tradition. Their appearances during major events like the Super Bowl have made them a cultural touchstone, eagerly awaited by fans of both Budweiser and the broader American spirit.
The Clydesdales have always embodied a sense of continuity. They are often depicted in commercials as a reminder of what is enduring in an ever-changing world. Their power and grace symbolize resilience and fortitude, traits that are deeply embedded in the American ethos. In previous ads, they have been seen pulling the iconic red Budweiser wagon, symbolizing the hard work and dedication that the brand represents. The horses’ strong, graceful movements and calm demeanor have resonated with viewers, creating an emotional connection that goes beyond the product itself.
A Departure from the Usual Format
In 2023, Budweiser opted for a slightly different approach with their Super Bowl ad, one that felt more personal and less commercial. Unlike the typical flashy ads filled with humor, star power, or exaggerated scenarios, this year’s spot was subtle, introspective, and deeply rooted in emotional storytelling. The ad was not just about the Clydesdales showing off their strength but about the quiet resilience they represent, a metaphor for the collective challenges and recovery the world has faced over recent years.
The commercial begins in a serene, almost cinematic style. Instead of the usual boisterous energy associated with Super Bowl commercials, the scene opens with a misty morning fog sweeping across a lush green field. The camera slowly pans to reveal a herd of Clydesdales standing majestically on the horizon, their presence imposing yet peaceful. It’s an image that feels timeless, evoking the nostalgia of an earlier, simpler era. The horses’ deep brown coats and powerful stature create a stunning contrast against the soft hues of the morning light, setting the stage for the emotional journey that follows.
The Story of Recovery and Unity
The ad’s focus this year was not just on the Clydesdales themselves but on a poignant narrative of recovery and healing. The story follows the horses through a challenging winter, where they are seen struggling to maintain their strength in the harsh weather. This struggle is clearly symbolic of the hardships and disruptions faced by people and communities in recent years. Whether it was the pandemic, economic struggles, or personal challenges, the past few years have been marked by a sense of uncertainty and difficulty.
But the Clydesdales, as always, embody the spirit of overcoming adversity. As the commercial unfolds, the weather begins to change. The horses, though weathered and tired, find renewed strength as spring begins to bloom. They begin to move with a sense of purpose, their steps more confident, their spirits restored. This moment of resurgence is accompanied by an uplifting, almost cinematic score, enhancing the emotional power of the scene.
The symbolism here is powerful. The harsh winter represents a time of struggle, while the arrival of spring signifies hope, recovery, and renewal. It is a tribute not only to the horses’ resilience but to the perseverance of individuals and communities across the globe. Just as the Clydesdales weathered the storm, so too have people found ways to rebuild and recover in the face of adversity. The horses’ triumphant return to strength and grace mirrors the global sense of hope that has emerged in recent times.
The Final Shot: A Collective Celebration
As the Clydesdales begin their journey across the field, their strength and unity are evident. The horses move together as one, a visual representation of the power of teamwork and solidarity. As the camera pulls back, the viewer sees the full scope of the herd, each horse contributing to the collective strength of the group. This image underscores the message of unity, highlighting how people—much like the Clydesdales—can overcome challenges when they come together.
The final moments of the commercial offer an unexpected twist: a Budweiser wagon, pulled by the Clydesdales, makes its way down a dirt path as the sun sets behind the horizon. The ad concludes with the horses arriving at a festive gathering of people, where the mood is celebratory and joyous. The image is one of warmth, camaraderie, and a return to normalcy, a visual representation of the healing process.
The closing shot of the wagon, combined with the final uplifting music, evokes a sense of pride and achievement. It is a celebration not only of the horses but of all the people who, like the Clydesdales, have endured and triumphed through adversity. This final scene is a subtle reminder that the journey toward recovery is one worth celebrating, and that there is power in sharing those moments with others.
A Broader Message for 2023
Budweiser’s choice to focus on the Clydesdales’ resilience during a time of global challenges was both timely and thoughtful. In the context of the 2023 Super Bowl, where people were seeking moments of joy and connection after a period of uncertainty, the ad provided a much-needed reminder of what matters most: community, strength, and hope. It also harkened back to the roots of Budweiser, a brand that has long been associated with bringing people together to celebrate life’s milestones.
The commercial’s quiet yet powerful message resonated with a wide audience. It felt personal, not just in terms of the brand’s history, but also in its relevance to the current moment. In an era where the world is still navigating the aftermath of the pandemic and facing new challenges, the idea of collective recovery and resilience was something that many could relate to. The Clydesdales, as usual, symbolized the enduring spirit of the American people, but this time, their story was one of reflection and hope, rather than simply tradition.
The Impact and Reception
The commercial was met with positive reception from both fans and critics alike. Many appreciated its quieter, more introspective tone, which stood out in a sea of more overtly humorous or star-studded ads. It offered a break from the usual high-energy spectacle and gave viewers a moment of reflection. The message of resilience, unity, and hope was timely, and the Clydesdales’ presence provided a sense of grounding in an otherwise fast-paced and ever-changing world.
On social media, the ad sparked conversations about the power of storytelling in advertising. Many viewers praised the commercial for its ability to convey a deep message without resorting to flashy gimmicks or excessive marketing. The Clydesdales’ journey, as portrayed in the ad, mirrored many people’s own personal journeys of struggle and recovery, making it resonate on a deeply emotional level.
Conclusion: A Timeless Message for Today
In a Super Bowl season filled with high-energy commercials designed to entertain, Budweiser’s 2023 Clydesdales ad stood out as a beautiful example of subtle storytelling and emotional resonance. It was a reminder of the importance of tradition, community, and the power of resilience in the face of adversity. Through the enduring image of the Clydesdales, the commercial conveyed a message of hope and unity that transcended the boundaries of marketing, striking a chord with people from all walks of life.
In the end, the ad was not just a commercial for a product, but a celebration of the strength of the human spirit—something that will resonate long after the Super Bowl’s final whistle blows.
