How the Budweiser Clydesdales Became a Force in Holiday Marketing

The origin story of the Scottish dray horses

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

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.”

In 1933, August Busch Jr.


Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the Dec. 4, 2017, issue of Adweek magazine. Click here to subscribe.