Sometimes, the simplest gestures carry the deepest meaning. After the events of September 11, 2001, Budweiser, known for its iconic Super Bowl commercials, created one of the most heartfelt and memorable tributes in history. Their emotional commercial, featuring the majestic Clydesdale horses, offered a moment of unity and remembrance for the lives lost and the courage shown during that time. In the months that followed, America was on a journey of healing. Communities across the nation were coming together, finding strength in one another. Budweiser sought to contribute in a meaningful way, creating a tribute that honored the memory of those no longer with us and the remarkable strength of first responders and everyday people.
The idea was to use the Clydesdales, a long-standing symbol of tradition and pride in American culture, to express this respect. The tribute wasn’t meant as a marketing effort but as a sincere gesture to bring comfort and unity. The commercial was directed by Joe Pytka, a visionary known for creating emotionally impactful work. It was filmed with careful attention to detail, ensuring the message was respectful and meaningful. The Budweiser team worked closely with New York City officials to ensure every aspect of the tribute was thoughtfully handled.
The ad begins with breathtaking scenes of the Clydesdales traveling across serene, snow-covered fields and winding country roads. The journey leads them to the iconic Brooklyn Bridge, connecting these powerful symbols of American strength to one of the country’s most recognized landmarks. The final scene is deeply moving. The horses reach a hill overlooking the Manhattan skyline, where they pause and gaze at the space where the Twin Towers once stood. In an unforgettable moment, the Clydesdales lower their heads in unison—a quiet and powerful gesture of respect and remembrance.
This touching commercial aired only once during Super Bowl XXXVI in February 2002. Budweiser chose to broadcast it as a one-time tribute, ensuring that the message remained sincere and not commercialized. In doing so, they created a piece of art that resonated deeply with viewers and has been remembered for decades. Although it aired only once, the commercial’s legacy has endured. Many people still share it online, finding comfort and inspiration in its simplicity and heartfelt message. It stands as a reminder of the strength and unity that define moments of shared reflection.
The Budweiser Clydesdale commercial is more than just a tribute; it’s a reminder of how symbols and gestures can help us heal and connect. The image of the bowing Clydesdales has become iconic, symbolizing the importance of remembering the past while finding hope for the future. This tribute, unlike most Super Bowl commercials, wasn’t created for humor or entertainment. Instead, it became a message of unity and compassion, showing how a company can use its platform to contribute to collective healing.
As time goes on, this tribute continues to serve as a reminder of the power of empathy and togetherness. It shows how a simple act of respect, like a bow, can convey profound emotions and bring people closer. Although it aired only briefly, the Budweiser Clydesdale commercial has become timeless, inspiring people to honor, reflect, and cherish the strength and resilience that bring us together. Take a look at the video below for more, let us know your thoughts on the video and do not forget to share the video with your loved ones on social media in order to make their day beautiful as well.