How the Budweiser Clydesdales Will Make an Appearance During the Super Bowl

A brief bumper spot will air during the NBC broadcast

The 'Clydesdale Cam'—a live feed of what the famous horses are up to—will be airing on Budweiser’s Facebook page. Budweiser
Headshot of Kristina Monllos

Budweiser will feature its famous Clydesdales during the Big Game after all. The company will air a five-second bumper ad during the game to make sure Super Bowl viewers know that the “Clydesdale Cam,” a live feed of what the famous horses are up to, will be airing on Budweiser’s Facebook page.

The spot will air during the second quarter and feature footage of the Budweiser Clydesdales hanging out in St. Louis. When it airs, the Clydesdale Cam will go live on Budweiser’s Facebook page. The bumper will be in addition to Budweiser’s 60-second spot focused on disaster relief, “Stand by You,” which will air during the third quarter.

“The Clydesdales are, and always will be, a big part of Budweiser’s history—they’re not only a part of our family, but our fans too,” said Ricardo Marques, vp of marketing for Budweiser, in a statement. “And each year we hear the request for more Clydesdales, so we created this special film to honor them and America’s long-standing love for beer and Budweiser.”

Budweiser also released a digital-only 60-second spot from creative shop Mosaic and VaynerMedia featuring the famed horses.

“With this spot, we were given the opportunity to remind America of the beauty found in moments small and large, happening all around us,” said Khaleed Juma, creative director of Mosaic, in a statement. “Beer Country is rooted in our backyards and was built upon shared values and traditions. Using the Budweiser Clydesdales as our storytellers, we took off on an all-American odyssey, spotlighting the best of our nation.”

In addition to the brief spot and the Facebook live feed, Budweiser created an AR Snapchat lens that will allow users to play with the Clydesdales on Super Bowl Sunday. Users will be able to get the horses to not only appear in 3-D, but also to jump over cases of Bud and kick footballs.

• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.