Budweiser and the Clydesdales, Part 5

Budweiser’s ad for the 2013 Super Bowl won fan voting again as the best for that year’s game. This ad shamelessly plays on the “awww” factor. We want to believe that animals and humans can form such close bonds, and of course, pull us into the narrative. We become part of the Budweiser “family.” It is another great example of what The Persuaders report calls the “high concept” campaign. The ad hardly mentions the product and is more intent on drawing us into identifying with the story, and subliminally, with the brand.

After you watch the commercial, being sure to notice the tropes in play, watch the ABC Nightline report that again treats the commercial more like a feature film.