The real story behind the A-B Clydesdales 9-11 commercial

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ST. LOUIS, MO (KTVI) - There's no question football fans will be watching Super Bowl XLVIII for the game and the commercials.

FOX 2's Shirley Washington takes an in-depth look at why Ansheuser Busch tops the list when it comes to the best sports in the fiercely competitive ad game.

The ad that put A-B on a pedestal is the one that features the Budweiser Clydesdales paying tribute to the memory of the fallen of September 11th with an unforgettable, breath-taking bow.

A-B's creative team came up with the concept and moved heaven and earth to make the commercial. They had to get approval from members of Congress, the ad community and from New York Mayor Rudy Guiliani.

"We filmed in New York City. We had a helicopter going over the Brooklyn Bridge. Mayor Guiliana 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 the hitch coming into Battery Park and it was amazing...just amazing," said Bob Lachky, former executive vice president of AB Global Creative.

It was amazing, especially considering how New York was a city hurting and on edge.  And yet a St. Louis-based company, touched by the pain of the worst act of terrorism on U.S. soil took a risk to help one of our favorite cities and our nation heal.

The Super Bowl ad featuring the Clydesdale bow aired only one time -- during the Super Bowl of 2002.  It was deemed the most highly effective ads of all time.


  • Leanne Reed

    As is typical in so many you read into the ad. There is no need to bring politics into it and where I believe in our right to freedom of speech, why take it to the level of starting something. I believe the meaning of the commercial was to salute our heros and acknowledge those who lost their lives in a very tragic situation. How many Americans look at a watch or cell phone etc…, and it is 9-11 and you remember that day.
    Pointing blame gets you no where but an angry bitter person. Watch the commercial for what it is truely about and leave personal feelings out of it.

  • chrissy

    i still get tears in my eyes over that video of the Clydesdale bowing . it touches my heart every time i see it. I will never forget

  • Andrea

    I’m confused. The story says the ad ran in 2002, yet when you watch the video, at the start it says copyright 2011. So did it run in 2002 or 2011?

  • Pat

    The video on the article was from the 10th anniversary. The new tower is in the background and the grass is showing. The original from the Superbowl is shot during the winter and has snow on the ground. It also doesn’t say “We’ll Never Forget”. It looks like they just edited the video with some new shots or backgrounds

  • PHAQ_WagMan

    Look it is very simple. That commercial was done to sell BEER!!! Oh and by the way, someone needs to tell Fox News that AB is no longer an American Company.

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