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.