The “A horse walks into a bar…” joke is so well-known that most of the world knows. Yet, we strongly believe that AB InBev’s Budweiser reinterpretation of the punchline reigns them all. And not in an absurd way that is specific to this joke but in an unexpectedly emotional way — one that triggers a smile from the public rather than a good laugh.
So, what do you do when a horse walks into a bar? According to the beer brand, you document how something like this was actually possible. Teaming up with FCB New York agency and award-winning director Henry Alex Rubin, Budweiser’s “First Delivery” short spot follows the story of a Clydesdale foal and its dedication to delivering a beer keg that was lost while the Clydesdale hitch was getting ready to leave to the brewery.
The adorable foal is the star of the brewer’s “First Delivery” Big Game ad which marks the 47th Super Bowl spot featuring the Budweiser Clydesdales. “Budweiser’s Super Bowl legacy is an important part of our brand history, and through the decades, we’ve secured a place in the hearts of millions of fans with our unforgettable characters, quotable one-liners and heartfelt commercials,” commented Kristina Punwani, Head of Marketing at Budweiser USA.
“With the help of our beloved Clydesdales and a determined foal, this year’s commercial captures our commitment to deliver for consumers since 1876 and toasts to those who put in the hard work it takes to achieve their own goals, despite any obstacles along the way,” Punwani continued.
Originally set to run regionally, the brand changed its mind, switching to a nationwide broadcast. The decision comes after the brand saw the overwhelming reactions the public had upon watching the trailer and mirrors the popularity and cultural significance of the Clydesdales in Budweiser’s branding efforts.
The ad is currently available on the brand’s social and digital channels. It will air nationally on Super Bowl Sunday during the Big Game. Meanwhile, the public can visit Budweiser’s social channels (Youtube, Instagram, Facebook, and X) to follow the Clydesdales’ path to the Big Game.
CREDITS
Brand: AB InBev Budweiser
Agency: FCB New York
Director: Henry Alex Rubin
