One of Budweiser’s most emotional commercials aired just once, but its message has stayed with viewers for decades.
The rare Super Bowl ad, which aired in 2002, featured the brand’s famous Clydesdale horses in a powerful tribute to the victims of 9/11 and their families.
The one-minute commercial begins at a farm, where the majestic horses are prepared for a long journey. They travel through the countryside and cities, drawing attention from people along the way.
The Clydesdales eventually make their way to New York City, crossing the Brooklyn Bridge as the Manhattan skyline comes into view.
The horses then stop at a snowy field across from the city. As they face the skyline and the place where the Twin Towers once stood, they slowly bow their heads and lower one front leg in a quiet tribute.
The scene is simple, but the message is powerful. There are no long speeches or dramatic words. The Clydesdales simply stand in silence as a symbol of respect and remembrance.
The commercial ends with three words appearing on the screen:
“We’ll never forget.”
Budweiser reportedly created the ad as a tribute to those who lost their lives in the September 11 attacks. Because it aired only once during the 2002 Super Bowl, the commercial has since become a rare piece of television history.
Years later, the Clydesdales’ quiet tribute continues to bring back memories of that difficult time and remind viewers of the people who were lost.