Budweiser has once again captured the hearts of audiences with its 2024 Super Bowl ad, “First Delivery.” Known for creating emotional and iconic campaigns, Budweiser continues its legacy with a fresh yet nostalgic take on the story of the Clydesdales. This year’s ad introduces a new star—a spirited young foal—marking a memorable moment in the brand’s decades-long tradition of using the majestic horses to symbolize American values.
A New Chapter in the Clydesdale Story
“First Delivery” centers on a young Clydesdale foal striving to find its place among the legendary Budweiser team. The commercial begins on a serene farm, where the foal watches the older Clydesdales in awe as they prepare for their next big delivery. Determined to prove itself, the foal embarks on a journey of training, perseverance, and self-discovery.
As the story unfolds, the foal struggles to keep pace with the seasoned Clydesdales, falling behind and facing moments of self-doubt. However, with unwavering determination and the support of the team, the foal grows stronger. By the ad’s emotional climax, the young horse proudly leads the team to make its first-ever Budweiser delivery, symbolizing a new generation carrying forward the legacy.
The Symbolism of Grit and Perseverance
The narrative of “First Delivery” is more than just a story about a horse—it’s a tribute to the American spirit. Kristina Punwani, Budweiser USA’s head of marketing, explained the deeper meaning behind the foal’s journey: “The foal is a representation of the grit and determination that make up the American spirit.”
This powerful theme resonates universally, inspiring viewers to reflect on their own moments of growth, resilience, and triumph. By blending heartfelt imagery with lighthearted moments, the commercial strikes a perfect balance, pulling at heartstrings while delivering an uplifting message.
Behind the Scenes at Warm Springs Ranch
The making of the 2024 Super Bowl ad is as special as the final product itself. The young foal featured in the commercial was selected from Budweiser’s Warm Springs Ranch in Boonville, Missouri, where the iconic Clydesdales are bred and trained.
Chris Wiegert, Supervisor of Training for the Budweiser Clydesdales, shared insights into the meticulous process of preparing the horses for their starring roles. “These horses represent a legacy, and every detail matters,” Wiegert noted during an exclusive preview of the ad on “Good Morning America.”
The ad also includes breathtaking visuals of the Anheuser-Busch flagship brewery in St. Louis, Missouri, adding an authentic touch that ties the commercial to Budweiser’s rich heritage.
A Tradition of Excellence
Budweiser’s 2024 Super Bowl ad continues the brand’s tradition of crafting unforgettable campaigns. From the iconic “Puppy Love” to the emotional “Brotherhood,” each ad builds on the legacy of the Clydesdales while offering fresh narratives. “First Delivery” is no exception, combining timeless themes of loyalty, determination, and pride with a modern twist.
Where to Watch
Missed the Super Bowl? No problem. The full commercial is available online for audiences to enjoy again and again.
