When viewers tune in to the Super Bowl, they expect spectacle. They expect humor, celebrity cameos, clever punchlines, and high-budget visuals designed to capture attention in a matter of seconds. What many do not expect is to feel genuinely moved. Yet that is precisely the response Budweiser appears to be aiming for with its 2026 Super Bowl commercial, released in celebration of the brand’s 150th year of brewing in the United States.
Rather than relying on celebrity endorsements or overt product placement, Budweiser returns to a familiar strategy that has defined its most successful campaigns for decades: quiet storytelling built around enduring symbols. This year, the spotlight falls on two of the brand’s most recognizable visual icons, the Budweiser Clydesdale horse and the American bald eagle. Together, they form the emotional core of a commercial that positions Budweiser not just as a beverage brand, but as a long-standing participant in American cultural life.
A Return to Budweiser’s Storytelling Roots
Budweiser’s use of Clydesdale horses dates back to the early 1930s, when the company introduced them to celebrate the end of Prohibition. Over time, the horses became closely associated with the brand’s image, appearing in holiday campaigns, parades, and numerous Super Bowl advertisements. Their presence has consistently been linked to themes of tradition, craftsmanship, and continuity.
The 2026 Super Bowl commercial marks the 48th appearance of Budweiser’s Clydesdales in a Super Bowl broadcast, a milestone that reflects the brand’s long-standing commitment to visual consistency. According to information shared with PEOPLE, the new ad was designed to honor both Budweiser’s 150-year anniversary and broader national milestones, including America’s upcoming semiquincentennial.
Rather than focusing on dialogue or narration, the commercial relies almost entirely on imagery and music, a deliberate creative choice that aligns with Budweiser’s most memorable past campaigns.
The Story at the Center of the Commercial
The advertisement opens on a quiet morning at a rural farm, where a young Clydesdale foal steps into an open field. As the story unfolds, the foal encounters a young bald eagle that has fallen from its nest and is not yet capable of flight. The two animals form a bond, depicted through a series of scenes that follow their growth over time.
Viewers see the pair enduring seasonal changes, from rainfall to snow, and learning side by side. The eagle practices flight while the horse matures into the powerful, full-grown Clydesdale long associated with Budweiser’s brand identity. In the final moments of the commercial, the eagle, now fully grown, takes flight after riding alongside the horse, creating a striking visual that suggests freedom, maturity, and independence.
The ad concludes with Budweiser’s long-running tagline “Made of America,” followed by a commemorative message marking the brand’s 150-year history. A farmer watches the animals from a distance, visibly emotional, grounding the story in a human perspective and reinforcing the connection between agriculture, craftsmanship, and tradition.
Why the Bald Eagle Matters
The bald eagle is a federally protected national symbol of the United States, and its use in advertising is often approached with care. In this campaign, Budweiser avoids overt patriotism in favor of subtle symbolism. The eagle’s journey from vulnerability to independence mirrors themes of growth and resilience without explicitly referencing politics or national conflict.
By pairing the eagle with the Clydesdale, Budweiser visually connects two widely recognized American symbols. The result is a narrative that feels expansive and reflective rather than promotional, reinforcing the brand’s historical association with national moments while remaining accessible to a broad audience.
Statements From Budweiser Leadership
In a statement shared ahead of the Super Bowl broadcast, Todd Allen, Senior Vice President of Marketing for Budweiser at Anheuser-Busch, explained the intent behind the campaign. He noted that the commercial was designed to celebrate both Budweiser’s heritage and the broader idea of shared milestones, emphasizing storytelling that resonates across generations.
According to Allen, the creative direction aimed to “bring our heritage to life” while honoring the people and agricultural communities that have supported the brand over its long history. This approach reflects Budweiser’s broader marketing strategy, which often highlights farmers, raw ingredients, and long-term partnerships rather than focusing solely on consumption.
Real People Behind the Scenes
Budweiser has confirmed that the farmer featured in the commercial is not a fictional character. Brian Fransen, one of the individuals shown in the ad, is a real-life barley farmer who works with Budweiser as part of its agricultural supply network. Including real farmers in brand storytelling has become a recurring theme for Budweiser, reinforcing claims about domestic sourcing and long-standing relationships with American growers.
This choice aligns with the company’s previous campaigns that spotlight farming communities and emphasize transparency around ingredients and production. While the commercial itself remains symbolic, the inclusion of real individuals helps anchor the story in documented relationships rather than abstraction.
Marketing Strategy and Audience Reception
From a marketing perspective, Budweiser’s 2026 Super Bowl commercial reflects a calculated departure from trend-driven advertising. At a time when many brands compete for attention through humor, celebrity appearances, or fast-paced editing, Budweiser opts for restraint. This strategy is consistent with research suggesting that emotionally grounded storytelling can create stronger long-term brand recall than short-term spectacle.
Early reactions shared across mainstream media outlets and social platforms indicate that the commercial resonated with viewers who associate Budweiser with tradition and continuity. While emotional responses are subjective, the campaign’s structure aligns with established principles of brand storytelling: minimal dialogue, clear symbolism, and a focus on shared values rather than explicit messaging.
Super Bowl Advertising in Context
The Super Bowl remains one of the most expensive and visible advertising platforms in the world. Brands investing in Super Bowl commercials typically aim not only for immediate attention, but for cultural relevance that extends beyond game day. Budweiser’s decision to center its 150th anniversary message within this broadcast reflects an understanding of the event as a cultural moment rather than a simple marketing opportunity.
Industry analysts have long noted that Budweiser’s most successful Super Bowl ads are those that avoid overt humor or aggressive branding in favor of quiet, emotionally resonant narratives. The 2026 commercial follows this pattern closely, suggesting a deliberate effort to reinforce brand identity rather than chase short-term trends.
Why the Ad Avoids Dialogue and Humor
One notable aspect of the commercial is its near-total absence of spoken words, aside from a brief exchange at the end involving the farmer. This creative choice allows the imagery to carry the message, making the ad accessible to a wide audience regardless of language or cultural background.
By avoiding humor or irony, Budweiser positions the ad as timeless rather than topical. This approach supports the brand’s anniversary theme, emphasizing longevity and consistency over novelty.
Brand Heritage as a Competitive Advantage
In a crowded beverage market, heritage can function as a differentiator when communicated effectively. Budweiser’s emphasis on its 150-year history, domestic production, and recognizable symbols reinforces its position as a legacy brand with deep cultural roots.
Rather than making explicit claims about quality or superiority, the commercial allows viewers to draw their own conclusions based on familiarity and emotional resonance. This indirect approach aligns with advertising best practices for established brands, where trust and recognition often matter more than persuasive arguments.
A Commercial Designed to Last Beyond Game Day
While the Super Bowl broadcast provides the initial platform, Budweiser’s campaign is clearly designed for longevity. The imagery, music, and narrative structure lend themselves to repeat viewing and broader distribution across digital platforms without losing impact.
This adaptability is particularly important in modern advertising ecosystems, where content is shared, clipped, and revisited long after its initial release. By focusing on universally understood themes, Budweiser increases the likelihood that the ad will remain relevant beyond a single event.
Conclusion
Budweiser’s 2026 Super Bowl commercial is not built around surprise or shock. Instead, it relies on familiarity, symbolism, and emotional restraint. Through the story of a Clydesdale horse and a bald eagle growing side by side, the brand reflects on its own longevity while inviting viewers to consider broader ideas of growth, connection, and shared history.
Supported by statements from company leadership and coverage by reputable outlets, the campaign stands as a clear example of how legacy brands can use storytelling to remain culturally relevant without abandoning their core identity. In doing so, Budweiser reinforces a message it has spent generations cultivating: that some stories do not need to be loud to be remembered.
