Budweiser is marking its 150th anniversary the only way it knows how, with a sweeping Super Bowl LX spot built on legacy, emotion, and unmistakably American imagery.
Titled “American Icons,” the new in-game commercial brings back the Budweiser Clydesdales for their 48th Super Bowl appearance and pairs them with another enduring symbol of the nation, the American Bald Eagle. The result is a cinematic story that doubles as a tribute to Budweiser’s roots and a nod to America’s upcoming 250th birthday.
Set to Lynyrd Skynyrd’s Free Bird, the spot follows the unlikely bond between a young Clydesdale foal and a baby bird. What begins as curiosity grows into friendship, as the two learn and mature side by side. As the years pass and the music swells, the foal becomes a powerful adult horse, and the bird finally takes flight, revealed in a climactic moment as a full-grown Bald Eagle soaring overhead.
“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. “This year’s spot brings our heritage to life through powerful storytelling and leaves fans proud to raise a Bud during these shared milestone moments.”
The message lands squarely in Budweiser’s long-running “Made of America” platform, celebrating the farmers, brewers, and workers who have defined the brand since 1876. Real-life Budweiser barley farmer Brian Fransen even appears in the spot, grounding the story in the people behind the product.
The commercial closes with Budweiser’s updated 150th anniversary packaging and the line “FOR 150 YEARS, THIS BUD’S FOR YOU,” reinforcing the brand’s year-long celebration. Limited edition cans featuring four heritage designs will roll out as part of the campaign.
“American Icons” was directed by Henry-Alex Rubin and will air nationally during Super Bowl LX, with extended life across Budweiser’s YouTube and social channels.
After 150 years and nearly five decades of Super Bowl appearances, Budweiser is once again betting that a great story, a great song, and a pair of American icons are still enough to stop the game.
CREDITS:
BRAND: Budweiser
- Chief Commercial Officer: Kyle Norrington
- Vice President: Todd Allen
- Head of Marketing: Kristina Zackler
- Marketing Director: Veronica Sperry
- Communications Director: Jamie Murray
- Brand Manager: Maura Larkin
- Communications Director: Lacey Clifford
- Communications Director: Justin DeMarco
- Partnerships: Delaney Adams
- Media Director: Naveen Sood
- Strategy Director: Eric Li
BRAND: American Humane
- Vice President: Marean Spero Steen
- Product Manager: Chad Byrnes
- Marketing Director: Amanda Goldman
- Social: Devan Costello-Mays
BRAND: American Eagle Foundation
- Chief Executive Officer: Jessica A. Hall
- Chief Operating Officer: Katelyn Jennings
- Operations Director: Bailey Hall
- Marketing Specialist: Ryan Chamberlain
AGENCY: BBDO New York
- Chief Creative Officer: Michael Aimette
- Partner: Danilo Boer
- Executive Creative Director: Alexandre Abrantes
- Group Creative Director: Jono Flannery
- Group Creative Director: Kevin Watkins
- Creative Director: EJ Lee
- Creative Director: Joey Monteverde
- Head of Production: Nick Williams
- Integrated Producer: Daniel Roversi
- Producer: Jenna Ramon
- Business Affairs Director: Cindy Hoffman
- Business Affairs Manager: Jeff Robertson
- Business Affairs Manager: Anida Djokovic
- Talent Manager: Jewel Chandler
- Chief Executive Officer: Emma Armstrong
- Group Account Director: Diana Gonzalez Cash
- Manager: Logan Butler
- Account Executive: Louis Carvell
- Project Manager: Camila Rodriguez
- Chief Strategy Officer: Todd Sussman
AGENCY: draftLine
- Creative Director: Dan Camano
- Associate Creative Director: Chris Cino
- Producer: Roman Palylyk
- Production Manager: Aaron Lehman
- Art Director: Ryan El-Yafouri
- Art Director: Sophie Vos
- Copywriter: Joey Chiarulli
- Strategist: Ronald Chavez
- Operations: Vimal Patel
- Photographer: Dom Pellegrino
- Photographer: Jarrod McCabe
PRODUCTION COMPANY: SMUGGLER
- Director: Henry-Alex Rubin
- Founder: Brian Carmody
- Founder: Patrick Milling-Smith
- Managing Director: Sue Yeon Ahn
- Executive Producer: Drew Santarsiero
- Line Producer: Salli Zilles
- 1st AD: Anthony Dimino
- Director of Photography: Ryley Brown
- Production Designer: Justin Allen
- Costume Designer: Young-Ah Kim
- Costume Designer: Ayumi Moore
- Makeup Artist: Tara Loren
PRODUCTION: Clydesdale Handlers
- Operations Director: Jon Pate
- Coordinator: Dave Hennen
- Coordinator: Chris Wiegert
- Coordinator: Dennis Knepp
- Coordinator: Walter Graber
- Coordinator: Andrew LaCrosse
- Coordinator: Kate Wiltshire
- Coordinator: Robin Wiltshire
PRODUCTION: Speed Media
POST / VFX: Time Based Arts
- VFX Supervisor: Sheldon Gardner
- Creative Director: Sheldon Gardner
- Creative Director: Dave Hunt
- Animation Lead: Nick Smalley
- CG Supervisor: Mike Battcock
- CG Supervisor: Sam Osborne
- 3D Artist: Chris Wood
- 2D Artist: Jasmine Cooper
- 2D Artist: Lucy Lawrence
- 2D Artist: Olivia O’Neil
- 2D Artist: Matt Shires
- 2D Artist: Viola Bascombe
- 2D Artist: Frankie Foster
- 2D Artist: Ross Ferguson
- 2D Artist: Manolo Perez
- 2D Artist: Liam Doyle
- 2D Artist: Miguel Carballal
- 2D Artist: Sarah Breakwell
- 2D Artist: Tanguy Lemonnier
- 2D Artist: Billy Stockwell
EDIT: WORK USA
- Editor: Neil Smith
- Cutting Assistant: Fatos Marishta
- Head of Production: Chris Delarenal
- Executive Producer: Alejandra Alarcon
- Producer: Victor Medina
- Managing Director: Erica Thompson
MUSIC / SOUND: Soundtree
- Creative Director: Peter Raeburn
- Executive Producer: Neil Athale
- Music Producer: Luke Fabia
- Music Producer: Peter Raeburn
- Music Producer: John Mourounas
- Music Producer: Maddie Stephenson
- Music Producer: Gabriel Firmin
- Sound Designer: Henning Knoepfel
- Sound Designer: Jack Patterson
- Sound Mix: Henning Knoepfel
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