THE AD: Budweiser went full Americana in its Super Bowl 60 ad, with a story showcasing the unlikely friendship between two “American Icons:” a Clydesdale horse and a bald eagle. The spot from BBDO is part of the brewer’s ongoing “Made Of America” 150th anniversary campaign, overlapping with America’s 250th birthday. Set to Lynyrd Skynyrd’s “Free Bird,” it also featured a real Budweiser barley farmer.
MY TAKE: Over the years, Budweiser’s Clydesdales, sometimes with the help of playful puppies, have pulled off some genuine emotional heavy lifting without feeling weighed down by subtext.
This time feels different. The addition of a bald eagle, combined with the swelling Dad rock soundtrack, and the two farmers watching on adds an edge of patriotism and symbolism.
With the fallout from sister brand Bud Light’s 2023 Dylan Mulvaney partnership in the rear view mirror, both Budweiser and Bud Light have been anchoring themselves to an unmistakably safe version of the U.S., avoiding anything that risks being read as cultural commentary. This Super Bowl is no different.
It goes without saying that the eagle chick is cute, and some of the shots are stunning. However, as an outsider looking in on the U.S., this ad feels like it’s trumpeting a storybook vision of America, rather than reflecting the country as it is today.
But, maybe that’s the point.
Watch Budweiser’s Super Bowl 60 ad, “American Icons,” below.
