Budweiser Unites Two American Icons for Super Bowl LX

Budweiser is taking to the Super Bowl to mark its 150th anniversary with ‘American Icons’, a minute long spot honouring the brand’s US heritage.

Starring a bald eagle and the iconic Budweiser Clydesdale – which makes its 48th national appearance on the Super Bowl stage – the spot was created by BBDO New York and directed by Henry-Alex Rubin through SMUGGLER for the third consecutive year. 

‘American Icons’ is the latest installment of Budweiser’s wider ‘Made of America’ campaign, serving as a tribute to the people who have played a part in its 150 year history. From those who made it, delivered it, and drank it, the brand is keen to remind audiences that the beer isn’t only made in America; it’s made of America.

​Teasers released by the brand earlier this month hinted at an unknown creature trapped beneath a bucket, startling the horses as they waited in their stable. The mysterious creature was a bald eagle chick, whose journey to flight becomes the centre of a heartwarming story of friendship and perseverance. 

Uncovered underneath a log by a Clydesdale foal, the chick is originally left alone, until a storm takes hold and the foal makes the decision to shield the bird from the rain. A decision that marks the beginning of an unlikely friendship. 

Aptly soundtracked by Lynyrd Skynyrd’s ‘Free Bird’, a montage follows the foal and chick’s journey to adulthood. Galloping through the St. Louis countryside, the bird finds a spot atop the horse, determined to flap its wings with enough strength to match the pace of the horse. Their unusual bond is observed with amusement by nearby farmers, including real-life Budweiser barley farmer Brian Fransen. 

As the spot builds, the now fully-grown Clydesdale charges onwards, showcasing his strength and agility as he leaps over a fallen log. In sync, the matured bald eagle spreads his wings and takes flight. During production, the bald eagle was under the care of the American Eagle Foundation permitted by the U.S. Fish and Wildlife Service.

In the final scene, two farmers end their days with a can of Budweiser, and watch as the animals gallop and fly independently, struck by the emotion of the moment, one farmer asks, “You crying?” as the other replies, “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,” said Todd Allen, SVP of marketing for Budweiser at Anheuser-Busch. “‘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.” 

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