Watch Bud’s epic Super Bowl ad now: ‘A Clydesdale’s Journey’
Budweiser has unveiled its full-length Super Bowl spot after dropping two separate teasers within the last two weeks. Titled ‘A Clydesdale’s Journey,’ the ad follows the story of the brand’s iconic mascot recovering after a devastating injury.
The horse suffers a leg injury trying to clear a barbed wire fence. The animal’s human caretakers and canine best friend are woe-stricken and work to nurse him back to health. But right as the circumstances are looking dire, an instrumental rendition of The Star-Spangled Banner builds in the background and the Clydesdale begins to recover.
Ultimately, he emerges from the stables, only to burst into a full, triumphant gallop toward his labrador friend as the patriotic ballad transforms into a heavy rock riff. A tagline appears across the screen: ‘In the home of the brave, down never means out.’
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The brand said in a statement that the ad, directed by Academy Award-winner and Nomadland director Chloé Zhao, is meant to embody “the continued resilience of the people of America.” The implications of the country’s ongoing recovery from the Covid-19 pandemic are apparent. The brand also said Zhao’s signature gritty style sets a new visual tone for the brand that will feature “a more bold and raw aesthetic.”
‘A Clydesdale’s Journey’ represents the brand’s return to the big game after it sat out last year’s event, instead choosing to donate funds to vaccine awareness initiatives. As a continuation of its efforts to help Americans during the pandemic, the brand has announced it will donate to the Accion Opportunity Fund’s Small Business Relief Fund to aid struggling small businesses.
The ad was concepted by creatives at VaynerMedia, the agency’s first Super Bowl spot for Budweiser.
Stay on top of all of the gameday action by checking out The Drum’s Super Bowl LVI ad scoreboard.