American beer giant Budweiser released a teaser for its upcoming Super Bowl LIX commercial, reigniting nostalgia and charm by bringing back a few familiar faces from one of their vintage Super Bowl ads.
Titled “Something ‘Big’ Is Coming,” the campaign features the brand’s iconic Clydesdale horses, continuing a tradition that began in 1933.
The Clydesdale horses first appeared in a Budweiser Super Bowl ads in 1986.
However, unlike previous years, the full Big Game commercial won’t air nationally. Instead, the brand has elected to target select local markets, including:
- Oklahoma City and Tulsa, OK
- Houston, San Antonio, and Waco-Temple-Bryan, TX
- St. Louis, MO
- New Orleans, LA
Fans outside these markets can still watch the final ad online through Budweiser’s social media channels.
Follow the hoofprints... pic.twitter.com/DHRxcJUXoY
— Budweiser (@budweiserusa) January 18, 2025
Budweiser’s connection to the Clydesdales is one of its most enduring brand elements.
Bringing them back for this campaign is an inspired combination of brand storytelling and nostalgia marketing, allowing Budweiser to showcase its legacy to a new generation without alienating its existing loyal customers.
Additionally, the campaign reflects a growing trend among brands as they opt to target local markets during large-scale events instead of advertising nationwide.
By concentrating on specific markets, advertisers can optimize their budgets, maximize their impact on a more receptive audience, and potentially achieve greater return on investment while tailoring their messaging to resonate more deeply with local communities.
Super Foal Debut
Set to the timeless tune of the 1976 hit “Let Your Love Flow” by the Bellamy Brothers, the 15-second teaser opens with a majestic shot of the two Clydesdale horses set to draw a carriage, a scene reminiscent of the 1986 Super Bowl commercial.
The camera pans slowly past the horses, eventually focusing on the top of a small brown foal’s head and its adorable, floppy ears.
As the foal’s ears begin to twitch, the word “COMING SUPER BOWL LIX” appears just above its head.
A moment later, the familiar Budweiser crown appears to end the spot.
— Budweiser (@budweiserusa) January 18, 2025
The simple, yet striking, teaser stirs curiosity and sets the tone for a nostalgic, feel-good commercial, but fans will have to wait until Super Bowl Sunday to see the full commercial.
Budweiser isn’t the only brand hyping up their upcoming Super Bowl ad.
Recently, Häagen-Dazs dropped its own teaser for its first-ever Super Bowl commercial.
Meanwhile, GoDaddy teased its much-anticipated return to the Super Bowl after an eight-year hiatus from advertising during the Big Game.
