Watch Budweiser’s Super Bowl commercial with Clydesdales and a yellow lab

Budweiser is returning to a familiar script with its Super Bowl commercial—a yellow lab working with Clydesdales. The ad begins by showing a whiteout snowstorm that closes roads, cuts power and chokes the beer supply chain. A pack of intrepid Clydesdale horses, an enthusiastic yellow lab and two determined Budweiser deliverymen team up to save the day, fighting treacherous conditions on a horse-drawn sled to deliver kegs of Budweiser to a local tavern running low on the King of Beers. The 30-second ad from FCB New York, called “Old School Delivery,” is reminiscent of Bud’s 2014 and 2015 Big Game ads from Anomaly that featured cute lab puppies interacting with the horses. This year’s ad features a slightly older dog, but sticks to Anheuser-Busch InBev’s long-term use of the Clydesdales as a symbol of resilience and determination that are part of Budweiser’s ethos. The spot is also a salute to parent AB InBev’s network of wholesalers and distributors—many of whom had to persevere in 2023 when sales of Bud’s sibling brand Bud Light suddenly plummeted in the wake of controversy after facing backlash from conservatives for a promotion featuring transgender influencer Dylan Mulvaney. A real-life Budweiser wholesaler, Fred Dana, plays one of the two deliverymen in the ad, which has an end card reading “Delivering since 1876.” Dana is the owner of Dana Distributors, a family-owned distributor based in Goshen, New York. Budweiser “resonates” with AB InBev’s wholesalers, distributors, deliverymen and brewery workers, the brand stated. The same workers were feted by AB InBev in June in its “That’s Who We Are” ad. AB InBev at that time also began supporting its wholesalers and distributors financially as they contended with the Bud Light sales crisis. Super Bowl commercials Tracking the latest brand and agency plans Enter here “Old School Delivery,” directed by Henry Alex Rubin, is the first Super Bowl spot for Budweiser since 2022’s “A Clydesdale’s Journey” (the brand ran a regional ad last year). This year’s ad marks the 46th appearance by the Clydesdales in a Bud Super Bowl ad, according to the brand. Jake Scott directed Anomaly's puppy Budweiser ads. Those spots won widespread adoration and social media buzz. But after the brand ditched the puppy approach, the brewer's then-U.S. Marketing VP Jorn Socquet questioned how much they actually contributed to beer sales. Read more of the latest Super Bowl ad news The brand did not disclose when the ad would run in the game. In addition to the 30-second spot airing during the Feb. 11 game on CBS, Budweiser will run a 60-second version on its web and social channels. AB InBev is also running Super Bowl ads for Bud Light and Michelob Ultra. Budweiser is planning to bring this year's ad to life in Las Vegas, as the Clydesdales will deliver Budweiser to bars in Sin City during Super Bowl week. Consumers can follow the Clydesdales’ journey leading up to the Big Game on Budweiser’s social channels. Kristina Punwani, head of marketing at Budweiser USA, in a press release referred to the Clydesdales as the brand's “biggest celebrities,” saying that “we’re thrilled to bring our fans a piece of the traditional Super Bowl entertainment that they know and love from Budweiser.”

Watch Budweiser’s Super Bowl commercial with Clydesdales and a yellow lab

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