Budweiser Clydesdales: the Super Bowl tradition that's run for nearly 40 years
Budweiser has featured Clydesdale horses in Super Bowl advertising annually from 1986+ producing nearly 40 years of consistent Super Bowl ad tradition. The Clydesdales (8-horse team pulling Budweiser wagon) embody brand heritage and emotional storytelling. Notable Clydesdale Super Bowl ads include 'Brotherhood' (2013) and 'Born the Hard Way' (2017). The case is studied as canonical iconic Super Bowl ad tradition.
- Story: Budweiser featured Clydesdale horses in Super Bowl advertising annually from 1986+. 8-horse team pulling Budweiser wagon. Notable ads include 'Brotherhood' (2013), 'Born the Hard Way' (2017). Multiple USA Today Ad Meter wins. Nearly 40 years of consistent Super Bowl ad tradition.
- Why it matters: Budweiser Clydesdales is canonical iconic Super Bowl ad tradition case — demonstrating multi-decade brand symbol traditions compound emotional brand association.
- Takeaway: Multi-decade brand symbol traditions compound emotional brand association.
- Takeaway: Brand heritage stories provide authentic narrative material.
- Takeaway: Super Bowl advertising tradition produces compounding cultural recognition.
Budweiser Clydesdales Super Bowl — the four-step story
Budweiser Clydesdales by the numbers
Quick facts
The annual Super Bowl tradition
Budweiser featured Clydesdale horses in Super Bowl advertising annually from 1986 onwards. The 8-horse team pulling Budweiser wagon embodies brand heritage (Clydesdales were gift from August Busch Jr. on Prohibition repeal 1933) and provides emotional storytelling vehicle.
Notable Clydesdale Super Bowl ads: 'Brotherhood' (2013) depicting horse remembering trainer; 'Born the Hard Way' (2017) telling Anheuser-Busch immigration story; multiple Adolphus Busch heritage ads; emotional 9/11 tribute ad (2002). Multiple ads have won USA Today Ad Meter (consumer ranking) in their respective years.
How RGM thinks about iconic Super Bowl traditions
When clients ask about Super Bowl advertising or about brand heritage stories, the Budweiser Clydesdales case is canonical reference. The lessons: multi-decade brand symbol traditions compound emotional brand association; brand heritage stories provide authentic narrative material; and Super Bowl advertising tradition produces compounding cultural recognition.
Frequently asked questions
How long has Budweiser used Clydesdales in Super Bowl?
Annually since 1986 - nearly 40 years of Super Bowl ad tradition. One of the longest-running Super Bowl advertising traditions in history. Multiple Ad Meter wins.
What's the Brotherhood ad?
2013 Budweiser Clydesdales Super Bowl ad depicting a Clydesdale remembering its human trainer years after horse was sold to Budweiser team. Emotional storytelling that won that year's USA Today Ad Meter. Often cited as among best Super Bowl ads ever.
Sources & references
- AB InBev investor disclosures — AB InBev annual reports.