Exclusive screen shot from the Budweiser commercial entitled “Return of the King” premiering during this year’s Super Bowl. Provided with expressed permission from Anheuser-Busch Media
One of the most beloved sets of characters from Super Bowl commercials’ past is returning for an appearance during the 2012 Super Bowl XLVI, Sunday, February 5, 2012, at 5:30 CT. The Budweiser Clydesdales are back!
Since Anheuser-Busch first recognized the incredible marketing potential of the majestic Clydesdale breed in the 1930s, Budweiser Clydesdales have traveled in-hitch across the country thrilling equine enthusiasts and the general public alike.
Undoubtedly, the Budweiser Clydesdales have become one of the most recognizable brand icons in the world, ranking right up there with the more popular animal-themed brand images, such as the Coca-Cola polar bear or the GEICO gecko.
Exclusive screen shot from the Budweiser commercial entitled “Return of the King” premiering during this year’s Super Bowl. Provided with expressed permission from Anheuser-Busch Media.
As equine enthusiasts, these impressive horses certainly capture our hearts for a very obvious reason. However, the universal appeal of the Budweiser Clydesdales seems to have transcended the equine world to grow quite a legion of devoted fans from all walks of life.
Bringing to mind images of heritage, history, and tradition, the Clydesdales represent good old Americana, and more importantly for the beverage industry, the hopeful rebirth of the country after the repeal of Prohibition.
As a veritable marketing giant, Anheuser-Busch, has provided the public with some of the most entertaining Super Bowl ads over the years. However, an announcement in 2010 that the horses would not appear in ads for that year’s game prompted a widespread media backlash, which provided fodder for countless opinion articles and popular culture bloggers.
But never fear, the Budweiser Clydesdales are back for Super Bowl XLVI, and will be featured in one of Anheuser-Busch’s many commercial spots to air this coming Sunday.
A very brief ad teaser has been released, which features the Budweiser Clydesdales in a spot entitled, The Return of the King. Apparently, the theme of this particular spot will feature the Clydesdales delivering the first case of beer to a Prohibition-era town.
We were also able to get a sneak peek behind-the-scenes of the Budweiser Clydesdale Super Bowl commercial shoot in an exclusive conversation with Jeff Knapper, general manager of Budweiser Clydesdale operations for Anheuser-Busch.
“We had 18 horses, 6 semis, 10 handlers, and 2 trainers on site while filming this year’s Super Bowl Commercial, and spent two months planning, training, and prepping for the shoot,” says Jeff Knapper. “It took weeks after the filming to get all the horses, equipment, and handlers back to their home locations. But it was a lot of fun, and we’re really proud of this year’s commercial and being able to showcase these majestic horses.”
Exclusive screen shot from the Budweiser commercial entitled “Return of the King” premiering during this year’s Super Bowl. Provided with expressed permission from Anheuser-Busch Media.
This theme is actually very relevant to the history of the Clydesdales and their connection with Budweiser. In fact, in April of 1933, August A. Busch Jr. and Adolphus Busch III gave their father a huge surprise as they presented him with a six-horse Clydesdale hitch. The reason for the gift was to commemorate and celebrate the repeal of Prohibition. You can learn more about the history of the Budweiser Clydesdales on the Anheuser-Busch website by clicking here.
You can also discover some interesting facts about the Clydesdales themselves. For instance, in order to fit in with the iconic image, each horse must be at least 4 years old, a bay gelding with four white socks and a blaze, have a black mane and tail, and be approximately 72 inches, or 18 hands, at a fully mature height.
So what’s your favorite Clydesdale Super Bowl commercial from games’ past? We want to know!
Could it be the heartwarming 2006 ad that features a young foal getting a much needed push from his older Clydesdale companions? Or could it be the hilarious snowball fight ad, where a few youngsters get some snowy payback from the herd elders?
What about poor outcast Hank, who isn’t chosen for the hitch team, but gets some much needed Rocky-style training from his Dalmatian buddy? Or even the spot that features a sheep streaker during a Clydesdale football game. There are entirely to many favorites for us to pick just one. What about you?
Click here to view the 2012 Super Bowl Budweiser Clydesdale Ad Teaser on YouTube.
A big thank you to Anheuser-Busch for being so generous with providing these exclusive screen grabs and behind-the-scenes interview. We can’t wait to see the final product on Sunday!
