In February, 2002, roughly five months after the searing tragedy of the 9/11/2001 attacks, Budweiser, a subsidiary of Anheuser-Busch, released a poignant, moving commercial honoring the fallen by having the company’s famed Clydesdale bow in front of the skyline of New York.
If you missed the commercial, it wouldn’t be surprising; it only aired once, and that was during Super Bowl XXXVI on February 3, 2002.
The creative team from Anheuser-Busch had their work cut out for them; they had to get approval from members of Congress, the advertising community and from New York Mayor Rudy Giuliani.
Bob Lachky, former executive vice president of Anheuser-Busch Global Creative, recalled, “We filmed in New York City. We had a helicopter going over the Brooklyn Bridge. Mayor Giuliani 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.”
Budweiser aired an updated version of the commercial on the tenth anniversary of the attacks.