An emotional advertisement for Budweiser that aired during Super Bowl XXXVI in 2002 captures the spirit of 9/11. An emotional tribute to those who perished in the terrible tragedy is paid by the advertisement, which showcases Budweiser’s world-famous Clydesdale horses. A cart is seen being pulled by the horses as they gallop across snowy landscapes and urban environments. The animals are shown to be well equipped.
After that, the horses make their way into New York City by way of the Brooklyn Bridge, with the Statue of Liberty visible in the distance. The commercial comes to a close with the horses bowing down and a large image of the Statue of Liberty, which creates a feeling of awe among the audience.
Even though it was only shown once, the advertisement continues to have an impact since it is seen on the internet year on the day of its anniversary. Anheuser-Busch’s creative team surmounted challenges to make this tribute a reality, shooting scenes in New York City soon after the attacks with the approval of Congress, the advertising community, and Mayor Rudy Guiliani.
In 2011, as part of the celebrations for the tenth anniversary, the advertising was repeated. The powerful emotional resonance is mirrored in the comments left on YouTube, where users have said that the commercial’s images and music make them feel emotional and bring them to tears, which encourages them to remember the lives who were lost and the strength that was displayed during the crisis.