This 9/11 Tribute Commercial Only Aired One Time, And It Is Still the Most Powerful…


The Budweiser Clydesdales are an iconic symbol of American culture. It’s one of those things that you can always identify with, whether you like the Budweiser brand or not. The commercials that they put out are always classy, and well put together, and are a reminder of what the term “American” really means.

Remember the Budweiser 9/11 TV spot?

On Patriot Day, the national day of mourning for those killed in the September 11 attacks, many recall the flag-waving advertising that came to the fore in the ensuing years. Not the least among such television commercials was the iconic Budweiser Clydesdales “9/11 Tribute” ad, which aired only once.

The poignant commercial featuring the Budweiser Clydesdales aired during Super Bowl XXXVI on Feb. 3, 2002. In the ad, the horses honor the memory of those lost in the September 11 terror attacks with an unforgettable, breathtaking bow.

The memorable commercial was dreamed up by Anheuser-Busch’s creative team in the aftermath of the terrorist strikes. It made a lasting impression on many people’s memories.

As onetime Anheuser-Busch Global Creative VP Bob Lachky recollected, even the commercial’s production was an unforgettable affair.

“We filmed in New York City,” the former executive explains. “We had a helicopter going over the Brooklyn Bridge. Mayor Giuliani let us into the city — the only film company of any sort right after 9/11. To actually come into air space with our helicopter to film the Clydesdale … [it was] just amazing.”

Viewers might also recall that Budweiser televised an updated version of the ad on September 11, 2011, for the memorial’s tenth anniversary. Still, the original commercial (as seen below) has aired just one time.

According to AWM, those who have weighed in with comments on the original commercial on YouTube were understandably moved by the ad, with notes that included:

“They really should air this EVERY 9/11 without editing a single thing!,” “Still brings tears to my eyes,” and “We must NEVER forget! How touching. I’m sitting here crying at my desk right now.”

Others shared their experiences and memories from the attack, with one commenter noting:

“I still can’t get past it. I lost so many friends that terrible day. It stays with me like a sickness…each year come August, it starts to creep into my consciousness…and doesn’t leave until a week after the day. Thank you Budweiser for this moving tribute… Please everyone, take a moment, remember those lost, and those fallen from the FDNY/NYPD who so bravely faced certain death, to try and save others.”

Still another person offered their personal experience of being there when the commercial was filmed, sharing:

“I was there when the final scenes were filmed. Not a dry eye in the bunch of us. Some of us, whom lost friends and/or loved ones were so blown away by the tribute that one gent began having difficulty breathing. He was better after a little O2 and later a Bud light.”

With unforgettable visuals, a heart-tugging score, and minimal branding, the iconic commercial stands as a moving tribute to those lost in 9/11. It certainly proves the steadfast remembrance found in many Americans’ hearts, as displayed in the closing tagline: “We’ll never forget.”

Watch the emotional 9/11 tribute ads below:

Source: AWM