Created by BBDO New York and directed by Henry-Alex Rubin for the third consecutive year, the minute-long spot features the iconic Budweiser Clydesdale and a bald eagle, marking the latter’s first appearance in a Super Bowl ad. The commercial is part of Budweiser’s ongoing Made of America campaign, paying tribute to the people who have contributed to the brand’s storied history — from its makers and deliverers to those who enjoy it.
The ad begins with a teaser, showing a mysterious creature trapped beneath a bucket in the Clydesdales’ stable, startling the horses. The creature turns out to be a bald eagle chick, whose touching journey from a vulnerable baby bird to a majestic adult becomes the heart of the commercial. The foal discovers the chick under a log and, in a storm, decides to shield it from the rain, initiating a beautiful, unexpected friendship.
Set to Lynyrd Skynyrd’s Free Bird, the ad showcases the foal and the chick’s growth. Galloping through the St. Louis countryside, the bird learns to match the foal’s pace, finally gaining the strength to spread its wings and take flight. The bond between the two is witnessed by nearby farmers, including real-life Budweiser barley farmer Brian Fransen.
The spot culminates in an emotional moment where the two farmers share a can of Budweiser, watching the animals gallop and soar. In the final scene, one farmer, struck by the beauty of the moment, asks, “You crying?” to which the other replies, “Sun’s in my eyes.”
Todd Allen, SVP of marketing for Budweiser at Anheuser-Busch, commented, “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. American Icons brings our heritage to life through powerful storytelling, and this year’s spot will leave fans awestruck and proud to enjoy a Budweiser as they celebrate our shared milestone moments.”