Budweiser Celebrates 150-Year Legacy in New Super Bowl LX Ad, “American Icons”

From unforgettable characters to heartwarming stories, Budweiser’s Super Bowl ads have been a game-day staple for over half a century. To celebrate the brand’s milestone 150th anniversary, Budweiser returns to the Super Bowl with “ American Icons,” a spot that honors its deep-rooted American heritage and features the iconic Budweiser Clydesdales in their 48th national appearance on the Super Bowl stage. Starring a Clydesdale and a Bald Eagle under the care of American Eagle Foundationpermitted by USFWS, “American Icons” chronicles the story of an unwavering friendship that illustrates Budweiser and America’s deeply connected histories.

Since its founding in 1876, Budweiser has been proudly brewed in the United States with the support of dedicated farmers and committed employees. For 150 years, fans have tasted Budweiser’s unwavering commitment to quality in every sip, enjoying the classic flavor they know and love. “American Icons,” as the latest touchpoint in the brand’s “Made of America” campaign, serves as a tribute to the hardworking people who have been producing, delivering and enjoying Budweiser for over a century and serves as a reminder that Budweiser isn’t only made in America; it’s made of America.

Todd Allen, SVP of Marketing for Budweiser at Anheuser-Busch, said: “As we celebrate Budweiser’s 150th anniversary and America’s 250th birthday, we knew we had to rise to the occasion in a way only Budweiser can. ‘American Icons’ brings our heritage to life through powerful storytelling with the Budweiser Clydesdales and an American Bald Eagle. This year’s spot will leave fans awestruck and proud to enjoy a Budweiser as they celebrate our shared milestone moments.”

The Spot

“American Icons” opens with a Clydesdale foal peering from its stable. He emerges to explore the world beyond before spotting a baby bird, tousled and chirping next to an overturned tree. Curious, he approaches, but turns away as “Free Bird” by Lynyrd Skynyrd begins to play while the bird looks on longingly, eager to befriend him. When a storm rolls in, the foal returns, standing over the bird to shield it from the rain, marking the beginning of a lasting friendship.

A montage follows their journey as they grow up, side-by-side. They learn from one another, overcoming obstacles as a team. One day, the bird perches on the Clydesdale’s back, flapping its wings in an attempt to fly with help from the galloping horse. Despite the effort, the bird can’t quite fly yet, and nearby farmers, including Brian Fransen, a real-life Budweiser barley farmer, look on, amused by the bond.

As time passes and “Free Bird” swells, the now-grown Clydesdale charges forward, sure-footed and graceful as he triumphantly leaps over a log in a moment of earned confidence and strength. Then, behind him, a breathtaking wingspan unfurls as an American Bald Eagle takes flight, revealing in an inspiring, chill-inducing moment that the Clydesdale’s once-small companion was the iconic American symbol all along.

As the iconic “Free Bird” guitar solo crescendos, the screen reads “MADE OF AMERICA” over a gorgeous pour of crisp, refreshing Budweiser, celebrating the beer’s American heritage and nodding to Budweiser’s year-long “Made of America” campaign. “FOR 150 YEARS, THIS BUD’S FOR YOU” appears next to the brand’s new 150th anniversary heritage packaging showcased throughout the spot. These collectible, limited-edition Budweiser cans pay homage to the brand’s storied past, with four unique designs that represent notable eras of the brand’s history and mark the start of an exciting year of celebration.

Finally, two farmers kick back with Budweisers after another day of hard work. They watch in awe as the Clydesdale gallops and the eagle takes flight, and one asks, in a moment of lightheartedness, “You crying?” as the other replies, “Sun’s in my eyes.” We are left with a glorious shot of the Bald Eagle soaring before the spot ends.

To bring “American Icons” to life, Budweiser worked with Academy Award-nominated filmmaker and Emmy Award-winning commercial director Henry-Alex Rubin for the third year in a row. The 60-second in-game spot will air nationally during Super Bowl LX and on Budweiser’s YouTube and social channels.

ABOUT BUDWEISER

Budweiser, an American-style lager, was introduced in 1876 when company founder Adolphus Busch set out to create the United States’ first truly national beer brand – brewed to be universally popular and transcend regional tastes. Each batch of Budweiser stays true to the same family recipe used by five generations of Busch family brewmasters. Budweiser is a medium-bodied, flavorful, crisp beer with layers of premium American hop aromas, brewed for the perfect balance of flavor and refreshment. Budweiser is made using time-honored methods including “kraeusening” for natural carbonation and Beechwood aging, which results in unparalleled balance and character. 

ABOUT ANHEUSER-BUSCH

At Anheuser-Busch, our purpose is to create a future with more cheers. For more than 165 years as a leading American manufacturer, we have delivered a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. As the nation’s top brewer, one of the fastest growing spirits companies, and an insurgent force in energy drinks, we drive economic prosperity nationwide through investments in our people, facilities, and communities. We are the only alcohol company that invests in the U.S. at this scale.

We are home to the nation’s most iconic beers, ready-to-drink spirits and beyond beer brands, including Michelob ULTRA – America’s #1 top-selling and fastest-growing beer – Busch Light, Budweiser, Bud Light, Stella Artois, Cutwater Spirits, NÜTRL Vodka Seltzer, industry-leading craft beers and non-alcohol beers like Michelob ULTRA Zero. We are guided by our commitment to the communities we call home and to the 65,000 hardworking Americans who bring our products to life. That’s who we are. For more information, visit www.anheuser-busch.com