This morning I represented the Advertising Club of Buffalo (and KegWorks) on a local channel’s morning show, critiquing and commenting on Super Bowl commercials.
One of the ads that we talked about was the Budweiser Clydesdale spot (below), which won top commercial in USA Today’s annual Ad Meter poll and was noted as a favorite by many.
Being a huge advertising geek, I had watched this commercial online prior to yesterday’s game – and I’ll admit, I totally got choked up. I knew what I was in for, yet it happened again and I found myself on the verge of tears in the middle of a Super Bowl party.
The awesome thing is, that’s exactly how Bud (and their advertising agency) wanted me to feel. When everyone associates warm and fuzzy feelings with their brand, they win – and by win, I mean sell more beer.
Here are the top 7 reasons I love the Budweiser Clydesdale commercial:
1. There are very few things in the world more adorable than a baby horse covered in straw
2. Fleetwood Mac’s song, Landslide, tugs on peoples’ heart strings all by itself
3. Pretty much every person has at some point in their life bonded with an animal – and we all know that it’s a love that transcends species, language barriers, and as is strongly illustrated here – time and distance
4. In just one minute this commercial tells a touching story that spans years
5. The branding fits into the spot naturally and doesn’t feel cheap or forced – the Budweiser hat the trainer wears, the truck pulling up, the beer on the table, the newspaper article – it’s all noticeable without taking away from the story
6. Every other Clydesdale commercial they’ve ever made focuses on the beauty and grandeur of these horses, without really telling us why we should connect with them – in this spot, we feel the love that the trainer has for his horse and we can’t help but love the horses too
7. While I may not be the biggest fan of Budweiser’s beer – this ad makes me like them as a company
I know that a lot of craft beer lovers like to hate on Anheuser-Busch for the sake of hating on Anheuser-Busch but I think it’s hard to argue against this commercial. It’s too bad they couldn’t have been this successful with the introductory ads for their new Black Crown Golden Amber Lager.