After sitting out last year's Super Bowl to redirect funds to Covid-19 vaccine awareness, Budweiser is returning this year—and leaning heavily into its iconography with a Clydesdale spot from VaynerMedia and director Chloé Zhao.
The spot will air as a :30 during the Feb. 13 telecast, but was released this morning as a :60 online. It tells the story of a Clydesdale on a ranch out west who suffers an injury and struggles to recuperate. By the end of the spot, it becomes clear the animal is a metaphor for something bigger.
There are elements of Bud's previous Super Bowl spots here, like the dog-and-horse friendship from "Puppy Love." But the tone is starkly different, with a grittier vibe and more diverse actors.
"We all fall down in life and the journey to healing is often painful, long and solitary," said Zhao, an Oscar winner for her film Nomadland, said in a statement. "To tell a story of perseverance, hope and friendship through the lens of the beloved Clydesdales really resonated with me."
"As America's beer, we wanted to come back to the Super Bowl with a message of strength and resilience," Daniel Blake, group VP of marketing, Budweiser and value at Anheuser-Busch, said in a statement. "Budweiser has a history of supporting the country through difficult times and reminding communities across America that better days are ahead. With this Super Bowl spot, our goal was to highlight the perseverance and determination of the country and depict that by coming together, we can grow and move forward stronger than before."
This is also VaynerMedia's first Super Bowl ad for Budweiser.
"This idea is nine years in the making," says CCO Rob Lenois. "We started as Budweiser's social agency in 2013 and now we are incredibly proud to be creating our first Super Bowl commercial for them. This is a story of true partnership and we're humbled and proud to be helping to write the next chapter for this storied brand."
CREDITS
Budweiser:
Daniel Blake, VP of Budweiser and Value Brands
Kristina Punwani: Budweiser Head of Marketing
Veronica Sperry: Sr. Brand Manager - Budweiser
AB Procurement:
Luke Radliff: Manager, Marketing Procurement
Extreme Reach:
Hank Robbins: Talent & Rights Manager
Budweiser Clydesdales at Anheuser-Busch InBev:
Dave Hennen: Herd Manager
Jon Pate: Director, Clydesdale Operations
Turtle Ranch:
Robin Wiltshire: Horse Trainer
Kate Wiltshire: Horse Trainer
VaynerMedia:
Rob Lenois: Chief Creative Officer
Tom Christmann: Executive Creative Director
Brian Steele: Creative Director
Kevin O'Connell: Sr. Copywriter
Luke Ulery: Sr. Art Director
Wanda Pogue: Chief Strategy Officer
David Cortes: VP, Integrated Strategy
Deanna Der: Senior Strategist
Nick Miaritis: EVP, Client Services
Connor Bryant: SVP, Client Services
Joe Leotta: VP, Group Account Director
George Quiroz: Account Director
Jamie Somerstein: Sr. Account Executive
Kevin Murga: Director, Project Management
Anna Guo: Project Manager
Bruce Andreini: SVP, Production
Victoria Bennett: Executive Producer
Taylor Vance: Associate Producer
Jaymie Lipman: VP, Director of Business Affairs
Superprime:
Chloe Zhao: Director
Rebecca Skinner: Managing Director / EP
Michelle Ross: Managing Director / Sales
Charlotte Woodhead: Executive Producer
Matt Sanders: Head Of Production
Alexandra Lisee: Producer
Joshua James Richards: DP
Anthony Gasparo: Production Designer
April Napier: Costume Designer
Robin @ Turtle Farm: Horses
Eddie: The Dog
Exile Edit:
Shane Reid: Editor
Shane Van: Editorial Assistant / Junior Editor
Victoria Clifton: Producer
Sasha Hirschfeld: Executive Producer
JSM Music:
Joel Simon: CEO / CCO
Jeff Fiorello VP / Executive Producer
Norm Felker - Producer
Andrew Manning - Producer
Sharon Cha - Producer
The Mill:
Mario Stipinovich: CD / Set Supervisor
Jeff Lopez: 3D Lead / HOD
Jade Kim: 2D Lead
Clairellen Wallin: Executive Producer
Mia Saunders: Producer
Wave Studios:
Aaron Reynolds: Sound Designer / Mixer
Vicky Ferraro – Executive Producer
Eleni Giannopoulos – Producer
Austin Ferreira – Transfer Engineer
Xander Zooi – Transfer Engineer
Claxton Projects:
Bryan Schutmaat: Photographer
Michael Friberg: Photo Assistant
Tom Claxton: Agent
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