Budweiser, known for its classic American lager and iconic Super Bowl commercials, is returning to the Big Game spotlight with a nostalgic ad featuring its beloved Clydesdales and Labrador duo.
Titled “Old-School Delivery,” the spot marks the Clydesdales’ 46th appearance at the Super Bowl and captures the enduring message of resilience and determination synonymous with both the Budweiser brand and the American spirit.
Kristina Punwani, Head of Marketing at Budweiser USA, expressed excitement about the brand’s return to the Super Bowl stage, emphasizing Budweiser’s commitment to delivering memorable moments for its fans. “Budweiser has been synonymous with the Super Bowl for decades and the broadcast continues to be a very special moment for our brand and a core pillar of our advertising strategy,” she shared, adding, “This year, we’re thrilled to bring our fans a piece of the traditional Super Bowl entertainment that they know and love from Budweiser: the iconic Clydesdales. We knew there was no better way to show Budweiser’s continued commitment to delivering for its fans than with our biggest celebrities.”
Directed by acclaimed filmmaker Henry Alex Rubin and created by FCB New York, “Old-School Delivery” unfolds in a small town gripped by a snowstorm, disrupting beer deliveries and leaving the local bar in short supply. As roads become impassable, the Budweiser Clydesdales emerge from their stables, inspiring the delivery driver to adopt an “old-school” approach to navigate the storm. With the help of Fred Dana, a real-life Budweiser wholesaler, the team loads up the traditional wooden Budweiser hitch and sets out into the snow.
Amidst the storm, a Labrador joins the Clydesdales to guide them through the treacherous conditions. The heartwarming scene culminates in the triumphant arrival of the Clydesdales at the local bar, where patrons celebrate as Budweiser is delivered and the festivities resume. The commercial closes with bargoers raising a toast over Budweiser, underscored by the tagline, “Delivering Since 1876.” Watch the 60-second spot below:
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Beyond the Super Bowl spot, the brand plans to engage with consumers in Las Vegas, bringing the commercial’s story to life through community activities and bar visits during the Big Game weekend.
Budweiser’s Super Bowl LVIII commercial not only entertains but also pays tribute to the dedication of its network of wholesalers, distributors, delivery drivers, and brewery workers who have played a vital role in delivering Budweiser to fans nationwide over the past 147 years. With its timeless message and iconic imagery, “Old-School Delivery” aims to resonate with audiences across the country, celebrating the enduring spirit of Budweiser and the communities it serves.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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