The Budweiser Clydesdales have long been a cherished symbol of American spirit, representing strength, resilience, and unity. But in 2002, these majestic horses took on a new role—one that went beyond mere advertising. In a rare and poignant tribute, Budweiser aired a commercial that would only be seen once, yet its impact would echo for years to come. This ad, created in the wake of one of the darkest days in American history, carried a message so powerful that it continues to stir emotions and spark conversations even today. What was it about this brief, one-time airing that made it so unforgettable? And why did it resurface nearly a decade later?
The 9/11 Tribute Commercial: Creation and Impact
The Budweiser 9/11 tribute commercial is remembered as one of the most poignant and respectful advertisements in television history. The ad aired only once, during the Super Bowl XXXVI on February 3, 2002, just a few months after the September 11 attacks. It featured the iconic Budweiser Clydesdales traveling through the snow-covered countryside toward New York City. Upon reaching the city, the horses bow solemnly before the Manhattan skyline, which was notably missing the World Trade Center towers—a subtle but powerful tribute to the lives lost.
The commercial was designed without a voice-over and only displayed the Budweiser logo at the end, further emphasizing that the purpose was not commercial gain but a gesture of respect. The idea behind this tribute came from Anheuser-Busch’s desire to honor those affected by the events of September 11 in a meaningful way. As Jorn Socquet, the vice president of marketing at Anheuser-Busch, explained, “With this tribute, we wanted to respectfully honor those affected by the events of September 11th… the Budweiser Clydesdales delivered our sentiments in a moving way that continues to resonate”.
The production of the commercial was a complex task that required special permissions, including clearance from then-New York City Mayor Rudy Giuliani. Budweiser was the only film crew allowed into the city’s airspace to capture scenes from a helicopter, showing the Clydesdales crossing the Brooklyn Bridge and arriving in Battery Park. The logistics and symbolism of the shoot were meticulously planned to reflect the nation’s grief and resilience. According to FanBuzz, the team aimed to create an ad that would be “one of the most touching commercials ever made,” airing it only once to avoid any perception of financial profit from the tragedy.
While the commercial only aired once on television, it quickly became an enduring symbol of solidarity and remembrance, frequently resurfacing on social media and YouTube, where it has accumulated millions of views. The ad’s simplicity and profound message continue to resonate with viewers, making it a timeless tribute to a nation’s strength in the face of adversity.
The Remastered Version in 2011
On the 10th anniversary of the September 11 attacks, Budweiser decided to update its iconic tribute commercial to honor the memory of those lost. The remastered version aired on September 11, 2011, featuring a few subtle changes while retaining the original emotional impact. The ad concluded with a black screen displaying the message, “We’ll Never Forget,” reinforcing the commitment to remembrance.
Paul Chibe, VP of Marketing at Anheuser-Busch, noted, “We were proud to re-air the spot…to help raise awareness of the fundraising campaign for the National September 11 Memorial & Museum”.
The remastered commercial continued the legacy of the original by keeping its core elements, such as the Clydesdales bowing toward the New York skyline. However, this version also included updates reflecting the changes in the New York skyline over the decade. The decision to re-air the ad was driven by a desire to maintain the respectful tone of the original while engaging with a new generation of viewers and supporting a charitable cause. The updated version was broadcast just once, similar to the original, and has since lived on through social media and online platforms.
Cultural Significance and Legacy
The Budweiser 9/11 tribute commercial, though aired only once, has become a lasting symbol of national unity and remembrance. Its impact is profound, resonating deeply with audiences who see it as a respectful homage to those affected by the tragic events of September 11. The ad’s minimalist approach—featuring no voice-over and only a brief display of the Budweiser logo—underscored its sincere intent to honor the victims without commercial gain.
Budweiser’s choice to air the commercial only once contributed to its mystique and ensured that it would be remembered as a powerful tribute. Social media platforms have allowed the ad to resurface regularly, maintaining its emotional relevance. The remastered version aired in 2011 further solidified its place in American cultural history, supporting the National September 11 Memorial & Museum and demonstrating that even simple, quiet gestures can hold immense emotional weight.
The ad’s legacy is a testament to the power of subtlety in conveying solidarity and shared grief, setting a high standard for commemorative advertising and continuing to evoke strong emotional reactions from viewers each year. This tribute is often cited as one of the most memorable commercials ever produced, a reflection of the national spirit and resilience in the face of adversity.
A Timeless Message of Remembrance
The Budweiser 9/11 tribute commercial remains a profound symbol of remembrance, evoking emotions and reflections on unity and resilience in the face of tragedy. By airing the ad only once, Budweiser ensured its legacy as a heartfelt gesture rather than a marketing ploy. Its continued relevance on social media and the remastered version in 2011 underscore the enduring impact of its message: a nation’s promise to “Never Forget.” The commercial reminds us of the power of shared memory and the importance of honoring those lost.