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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.