The 2013 Budweiser Super Bowl commercial titled “Brotherhood” is one of the most iconic and emotionally evocative advertisements in the history of the Super Bowl. Showcasing the majestic Clydesdale horses, which are synonymous with the Budweiser brand, the commercial takes viewers on a poignant journey of connection, loyalty, and the unbreakable bond between humans and animals. The narrative—elevated by stunning cinematography, heartwarming storytelling, and an evocative soundtrack—captures the essence of Budweiser’s identity and leaves a lasting impression on audiences.
Introduction to the Clydesdales
Budweiser’s Clydesdales have been a staple of the brand’s marketing campaigns for decades. First introduced in 1933 to celebrate the repeal of Prohibition, these majestic horses quickly became an enduring symbol of Budweiser. Their strength, elegance, and grandeur are reflective of the brand’s heritage and its commitment to quality. Over the years, the Clydesdales have appeared in numerous advertisements, parades, and public events, each time captivating audiences with their beauty and the aura of tradition they embody.
“Brotherhood” takes this iconic symbol and weaves a touching story around it, demonstrating that Budweiser is more than just a beer; it represents values of dedication, loyalty, and togetherness.
The Narrative Arc of “Brotherhood”
The commercial begins with a tender scene of a foal being born on a peaceful farm, setting the tone for the ad’s emotional journey. The farm is depicted as serene and timeless, a place where tradition and care are paramount. The foal is nurtured and raised by a kind and dedicated farmer, establishing a bond between the two that becomes the heart of the story.
As the young horse grows, the connection between the farmer and the animal deepens. Scenes of the farmer feeding, grooming, and training the horse are interspersed with moments of playful camaraderie, such as the horse following the farmer around the fields and sharing quiet moments in the barn. These vignettes resonate with viewers, drawing on universal themes of love, care, and the passage of time.
However, the story takes a bittersweet turn when the horse reaches maturity and is chosen to join the iconic Budweiser Clydesdales. A truck arrives to take the horse away, and the farmer watches with a mix of pride and sadness as his beloved companion departs. This moment, rendered with poignant simplicity, underscores the inevitability of change and the sacrifices that often accompany growth.
The Reunion
The narrative shifts to three years later, with the farmer attending a Budweiser Clydesdale parade in Chicago. As he watches the majestic horses march down the street, he recognizes his former companion among them. The horse, too, appears to recognize the farmer, despite the time and distance that have separated them.
What follows is the emotional crescendo of the ad. The horse breaks away from the parade and gallops toward the farmer, culminating in a heartfelt reunion. This moment is a testament to the enduring power of connection and the bonds that time cannot erase. It is a visual metaphor for loyalty, love, and the unspoken understanding that exists between humans and animals.
The Role of Music
One of the most memorable aspects of “Brotherhood” is its soundtrack. The commercial features the song “Landslide” by Fleetwood Mac, performed by singer-songwriter Natalie Maines. The hauntingly beautiful lyrics and melody perfectly complement the narrative, amplifying its emotional resonance. The song’s themes of growth, change, and reflection mirror the story’s arc, adding depth and poignancy to the visuals.
<iframe width=”697″ height=”392″ src=”https://www.youtube.com/embed/eJucRz8kYo0″ title=”The Clydesdales "Brotherhood" – 2013 Budweiser Super Bowl [Commercial]” frameborder=”0″ allow=”accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share” referrerpolicy=”strict-origin-when-cross-origin” allowfullscreen></iframe>
Cinematography and Visual Aesthetics
The visual presentation of “Brotherhood” is nothing short of stunning. The commercial’s cinematography captures the idyllic beauty of the farm, the grandeur of the Clydesdales, and the emotional nuances of the characters. Warm, golden hues dominate the scenes on the farm, evoking a sense of nostalgia and timelessness. In contrast, the urban setting of the parade is depicted with crisp, vibrant tones, highlighting the transition from the personal to the public sphere.
The use of slow motion during key moments, such as the horse’s gallop toward the farmer, heightens the drama and allows viewers to fully absorb the emotional weight of the reunion. Every frame is meticulously crafted to convey the story’s themes and evoke an emotional response from the audience.
Emotional Appeal and Universal Themes
“Brotherhood” resonates deeply with viewers because it taps into universal emotions and experiences. The bond between the farmer and the horse is a metaphor for relationships that transcend time and circumstance. Whether it’s the connection between parent and child, mentor and mentee, or lifelong friends, the ad’s themes are relatable and heartfelt.
The commercial also explores the bittersweet nature of growth and change. The farmer’s pride in the horse’s accomplishments is tempered by the pain of separation, reflecting the duality of love and sacrifice. This emotional complexity adds depth to the story and makes it more than just a marketing piece; it becomes a narrative that resonates on a personal level.
Cultural Impact and Reception
Upon its debut during Super Bowl XLVII, “Brotherhood” quickly became a cultural phenomenon. It was hailed by critics and audiences alike for its emotional storytelling and artistic execution. The ad struck a chord with viewers, many of whom took to social media to share their personal connections to the story and praise its heartfelt message.
“Brotherhood” went on to win numerous awards, including the prestigious USA Today Ad Meter, where it was ranked as the top Super Bowl commercial of 2013. Its success underscored the power of storytelling in advertising and reaffirmed Budweiser’s ability to create memorable, emotionally resonant campaigns.
The Legacy of “Brotherhood”
The commercial’s impact extended far beyond its initial airing. It solidified the Clydesdales’ status as a cultural symbol and reinforced Budweiser’s identity as a brand that values tradition, quality, and connection. “Brotherhood” also set a high standard for Super Bowl advertising, proving that heartfelt storytelling can be just as effective as humor or spectacle in capturing viewers’ attention and leaving a lasting impression.
In the years since its debut, “Brotherhood” has continued to be celebrated as one of the greatest commercials of all time. Its themes of loyalty, love, and perseverance remain timeless, ensuring that it continues to resonate with new audiences.
Conclusion
The 2013 Budweiser Super Bowl commercial “Brotherhood” is a masterclass in emotional storytelling. Through its compelling narrative, stunning visuals, and evocative music, it captures the essence of the Budweiser brand while celebrating the enduring bonds that connect us all. By showcasing the relationship between a farmer and his Clydesdale, the ad reminds us of the beauty and power of loyalty, love, and tradition. Decades from now, “Brotherhood” will undoubtedly be remembered as a shining example of advertising’s ability to move, inspire, and connect.
