At Super Bowl 60, Budweiser is going all in on its roots with an ad featuring a galloping Clydesdale, a bald eagle, and Lynyrd Skynyrd.
Earlier in January, the brewer teased that a mysterious creature hidden by a bucket would be joining its brood of horses in its 48th Big Game commercial. Now, it’s been uncovered as an eagle chick.
Soundtracked by Lynyrd Skynyrd’s Free Bird, the minute-long spot from BBDO New York opens with a Clydesdale foal peering from its stable.
He quickly comes across a chirping baby bird next to an overturned tree. At first, the foal turns, but as a storm rolls in, he returns, shielding the bird from the rain and marking the beginning of a lasting, unlikely friendship.
A montage follows, showcasing the pair’s growing camaraderie and the chick’s attempts to take flight, bringing amusement to onlookers, including Brian Fransen, a real Budweiser barley farmer.
As time passes, and the film’s 1973 score reaches its crescendo, the now-grown steed charges forward, while behind him the large eagle takes flight. The ad features the tagline, “Made in America,” nodding to Budweiser’s ongoing 150th birthday campaign.
In the final scene, two farmers kick back with cans of Budweiser, observing the moment. “You crying?” one asks, while the other says, “Sun’s in my eyes.”
“As we celebrate Budweiser’s 150th anniversary and America’s 250th birthday, we knew we had to rise to the occasion in a way only Budweiser can,” Todd Allen, svp of marketing for Budweiser at Anheuser-Busch, said in a statement.
He added: “‘American Icons’ brings our heritage to life through powerful storytelling with the Budweiser Clydesdales and an American bald eagle. This year’s spot will leave fans awestruck and proud to enjoy a Budweiser as they celebrate our shared milestone moments.”
Henry-Alex Rubin directed the brand’s ad for the third year in a row. The bald eagle was supervised under the care of the American Eagle Foundation, permitted by the U.S. Fish and Wildlife Service).
Made of America
Bud’s Made in the U.S.A messaging follows Anheuser-Busch’s commitment to “American Beers and American Careers,” as President Donald Trump’s tariffs have reshaped supply chains and increased the cost of imported goods.
