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The Emotional Tribute: The Rarely Seen 9/11 Budweiser Commercial That Only Aired Once

In the wake of the September 11 attacks, a nation was left grieving, in need of comfort and solidarity. Amidst the profound sadness and the search for ways to heal, a single commercial aired during the Super Bowl of 2002 that would go down in history as one of the most memorable tributes to the victims of that tragic day. The commercial, featuring the iconic Budweiser Clydesdales, aired only once but resonated with millions, leaving an indelible mark in the hearts of Americans. The ad was not just a display of corporate marketing but a gesture of empathy, respect, and remembrance.

A Tribute to the Fallen: The Budweiser Clydesdales and Their Unforgettable Bow

In 2002, the world was still reeling from the shocking events of September 11, 2001. As a nation, the United States was grappling with loss and uncertainty, and people across the country were searching for ways to cope with the pain and show their solidarity with the victims and first responders. Against this backdrop, Anheuser-Busch (A-B), the brewing giant behind Budweiser, created a commercial that would become a poignant symbol of the collective mourning that gripped the nation.

The commercial, which featured the beloved Budweiser Clydesdales, included a scene where the horses paid tribute to the fallen victims of the 9/11 attacks. The horses, known for their regal presence and association with the iconic Budweiser brand, bowed their heads in a heart-rending display of respect and remembrance. This powerful moment struck a chord with viewers, capturing the spirit of unity and mourning that defined the post-9/11 period.

But what made this commercial even more remarkable was its rarity. Despite its widespread emotional impact, the commercial was only aired once. Its airing, during the Super Bowl of 2002, was a bold move by A-B, reflecting both the company’s empathy for the nation’s grief and its dedication to creating a piece of advertising that would transcend commercialism to become a national moment of reflection.

Behind the Scenes: The Creation of the 9/11 Tribute Commercial

The making of the 9/11 Budweiser commercial was not an ordinary production. The creative minds behind it understood that they were crafting something far greater than a typical advertisement. They were creating a tribute—a message to a grieving nation that needed to come together and find a way to heal.

Bob Lachky, the former executive vice president of A-B Global Creative, recalls how the idea for the commercial emerged. It was a concept that went beyond selling a product; it was about conveying a message of solidarity, respect, and remembrance. “We wanted to create something that captured the essence of what people were feeling,” said Lachky. “It had to be powerful, emotional, and respectful.”

A-B’s creative team worked tirelessly to bring this idea to life, pushing the boundaries of what was possible in the wake of such tragedy. They needed to get approval from several parties before proceeding with production, including members of Congress, the advertising community, and even New York Mayor Rudy Giuliani, who had become the face of the city’s resilience in the aftermath of 9/11.

What followed was a truly remarkable effort. The commercial was filmed in New York City, in some of the most iconic and poignant locations affected by the tragedy. Lachky recalls the extraordinary logistical challenges of shooting the ad: “We filmed in New York City, and we had a helicopter flying over the Brooklyn Bridge. Mayor Giuliani allowed us into the city. In fact, we were the only film company that was given access to airspace right after 9/11 to film the Clydesdales coming into Battery Park. It was amazing. Just amazing.”

The decision to film in New York City was symbolic in itself. The city, which had been at the epicenter of the attacks, was hurting deeply. People were on edge, but A-B, a company based in St. Louis, saw an opportunity to contribute to the healing process in a small but meaningful way. By capturing the grandeur and reverence of the Clydesdales in some of the most sacred spaces of the city, the commercial was more than just an ad—it was a tribute to the strength and resilience of New York and the entire nation.

The Emotional Impact: A Nation in Mourning

The impact of the 9/11 Budweiser commercial was profound, both on a personal and national level. While many commercials aired during the Super Bowl, none had the same emotional weight as this one. The image of the Clydesdales bowing their heads in unison served as a powerful symbol of the collective mourning experienced by Americans. It was a rare moment where a corporation acknowledged the national tragedy not just as an event to sell a product but as an event that demanded respect and empathy.

For many viewers, the ad felt like a moment of catharsis, a way to grieve together as a nation. The juxtaposition of the majestic horses with the solemn backdrop of Battery Park underscored the depth of the loss that had occurred, yet also conveyed the hope for renewal and unity in the face of devastation.

In a time of uncertainty and fear, the commercial brought people together in a shared moment of reflection, showing that even something as seemingly mundane as a beer commercial could have a deeply emotional and unifying effect. For many, it was more than just an advertisement—it was a symbol of national healing, a reminder that America, despite the tragedy it faced, would rise again.

A Commercial That Aired Only Once: The Decision to Pull It

Despite its emotional impact and the outpouring of positive responses, the 9/11 Budweiser commercial was aired only once. Why?

The decision to air the commercial during the Super Bowl was intentional, as the event is watched by millions of people, making it a powerful platform for such a message. However, after that single airing, A-B chose not to run the commercial again. The company’s leadership felt that the commercial had fulfilled its purpose—offering a tribute to the victims of 9/11, and they did not want to overuse or exploit the emotional significance of the moment.

The rarity of the commercial only added to its mystique and power. Many people remember the commercial vividly, not because they saw it repeatedly, but because it was a single, unforgettable moment in time. In an era of constant media saturation, where ads are often played and replayed, the decision to air the ad only once made it all the more impactful and poignant.

A Gesture of Healing: Budweiser’s Role in the National Recovery

At its core, the 9/11 Budweiser commercial was not about selling beer; it was about offering a moment of solidarity and compassion to a nation in mourning. A-B’s creative team understood that their role was to be more than just marketers—they were, in a sense, participating in the emotional recovery of the country. By creating a commercial that honored the victims and conveyed the nation’s collective grief, they aligned themselves with the healing process.

Budweiser’s choice to produce such a commercial was a risk, one that paid off in ways that went beyond financial gain. It demonstrated that brands, especially those with large audiences and influence, have the power to make a meaningful contribution to the collective emotional landscape. In a world often dominated by corporate interests, A-B’s decision to produce a commercial driven by empathy and respect was a rare and admirable choice.

The Enduring Legacy of the 9/11 Budweiser Commercial

Although the 9/11 Budweiser commercial only aired once, its legacy endures. The image of the Clydesdales bowing their heads remains one of the most iconic tributes to the victims of the September 11 attacks. The commercial continues to be a symbol of how a brand can use its platform for something larger than just selling a product.

In the years since, the commercial has been shared widely on social media and YouTube, where viewers continue to be moved by its powerful imagery and message. Despite the passage of time, the tribute remains just as relevant today as it was in the aftermath of 9/11. It serves as a reminder of the strength and resilience of the American people and the power of collective healing.

Conclusion: A Moment of Reflection

The 9/11 Budweiser commercial is a testament to the emotional power that advertising can have when it transcends mere product promotion. In a time of national grief, Anheuser-Busch took a bold step to offer a tribute to the victims of the attacks, and in doing so, created an ad that would never be forgotten. Though it was aired just once, its impact continues to be felt, reminding us all of the importance of empathy, respect, and unity in the face of tragedy.

This rare commercial is a shining example of how brands, when motivated by a sense of responsibility and compassion, can contribute to a collective healing process. It is a powerful reminder that even in the darkest times, there is hope, and that sometimes, a single act of remembrance can make a world of difference.