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Using a commercial to take on a devastating incident of domestic terrorism isn’t usually the sort of thing any brand would do. Unless, of course, that brand has some Clydesdales in the barn.
Most Americans probably can’t recall a single thing about the 2002 Super Bowl—except, perhaps, for a single commercial. It was a Budweiser ad, one that Anheuser-Busch Global Creative’s then evp Bob Lachky later admitted was a “risk we took. 9/11 had occurred only two months prior to the airings.”