No Budweiser Clydesdales in the 2017 Super Bowl Commercials

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Budweiser 2017 Super Bowl Ad

A few years ago, Budweiser’s parent company, AB InBev, suggested that they would move away from the Clydesdale-centered ads that had been a popular part of the Super Bowl for many years. Their explanation was reasonable: While the ads were beloved by many, there was no evidence that they helped sell beer. Fan outcry helped keep the Clydesdales around for a while, but in 2016, the company took a sharp turn away from the storytelling format their ads had previously taken, and the Clydesdales (and their canine companions) went with it. The iconic draft hitch had only a few seconds of screen time in that year’s ad.

Based on the commercials that have been released so far, the trend of phasing the Clydesdales out of advertising continues with Budweiser’s 2017 Super Bowl ad. However, the company is moving back to its storytelling format by showing its own history. Titled, “Born the Hard Way,” the spot follows the journey of company co-founder Adolphus Busch through his struggles as a German immigrant coming to the United States in 1857 to chase his own American dream. You’ll catch the briefest glimpse of a couple of Clydesdales in the background of the shot when Busch arrives in St. Louis.

This doesn’t mean that there won’t be any equine distractions during the many breaks in the action between the Patriots and the Falcons. Snickers is trying out a new gimmick with its ad spot, airing a commercial live. The ad will star Adam Driver (Kylo Ren from Star Wars: The Force Awakens) and, apparently, a horse.

Many advertisers release their Super Bowl ads online ahead of game day, but not all, so there are some yet-to-be-seen spots that will debut during the game on Sunday, February 5.

In the meantime, click here to watch classic Budweiser Clydesdale Super Bowl ads.


Leslie Potter is a writer and photographer based in Lexington, Kentucky. www.lesliepotterphoto.com

36 COMMENTS

  1. WHAT? NO BUDWEISER CLYDESDALES 2017, THAT IS JUST WRONG. THEY SHOULD BE IN EVERY SUPER BOWL, THEY ARE BY FAR THE MOST LOVED COMMERCIALS. I AM QUITE SURE THEY ARE THE REASON MOST PEOPLE WATCH THE SUPER BOWL THAT DON’T LIKE FOOTBALL OR CARE ABOUT WHO IS PLAYING IN IT.

  2. Good article, but I’m very disappointed the clydesdales won’t be in the budwieser commercials. They have always been one of the highlights of the super bowl for those of us who don’t drink beer, but love those beautiful horses. I know it’s all about the sales, but it will be a sad day not to see them. Thanks

  3. To be honest, I buy only Budweiser beer and my reason is to support these beautiful, majestic animals. If the new owners are going to be this greedy, then I will reconsider my position. There are a lot of beer makers out there. No Budweiser Clydesdales, then no Budweiser beer!!!

  4. They must be out of their minds. Drank too much of their own beer and now have mental problems!! WHY would they possibly think some old man’s dull story would sell more beer than the gorgeous Clydesdales???? NUTS!

  5. It just reinforces the opinion that this country should not sell out to other countries I will not watch the Bud commercial this year.

  6. I’m bummed too. They might not help sell beer but sure has everyone talking about them and the company. Their commercials were the best, only thing i watched for, well unless Greenbay played. Maybe they should put the horses name and picture on the cans, I’d buy it. 😉

  7. Budweiser lets us down! I look forward all year to a new Clysdale commercial during the Super Bowl. The creative team should have done a follow up to the puppy series….farmer and the dog breeder training the puppy to sit and speak…and the horses learn it too.

  8. I am very upset to find out they are cutting out the clydesdale horses!! This is the main reason I watch the commercials!! Big let down budweiser! I will not be watching this year or any other year now!

  9. I’m very disappointed that there won’t be any Clydesdales in this years Super Bowl Commercials. Surely your Marketing Department can integrate them and develop ideas that will sell more beer. Since you have won so many awards you should realize they are the heart of America!

  10. Unbelievable… The Clydesdales are iconic, what a shame the company doesn’t realize this. Viewers want to see the horses during Super Bowl.

  11. no Clydsdales in commercials equals no interest in Anheiser beer equals lower sales and that’s the reality that the company has built up in consumer expectations….what’s next….disposing of the horses because they are no longer needed….corporate should re-think this carefully….

  12. What the heck? No Bud commercials in 2017 Super bowl, cmon really? Clydesdales Frogs Dogs ect,,, nothing So SERIOUSLY DISAPPOINTED

  13. I used to buy the beer for parties. The only reason I bought it was so I could see the horses in commercials. I don’t like beer, so have no reason to buy it anymore. Same for the superbowl, I haven’t watched football since they went on strike (Yeah, that long ago). The only thing that would get me back is the chance to see the Clydsdales. I’d ignore the game, but watch the horses. That means I’m free on SuperBowl Sunday 2018.

  14. Canadians love the bud horses. I, for one was very disappointed that there were no “bud’ horses this year. Better make sure they are there next year or Canadians won’t be buying Bud. anymore! They are the highlight of the superbowl commercials.

  15. So very disappointed the horses were removed from the Budweiser commercials. I would sit through the entire Super Bowl if my favorite team WASN’T playing just to see the horses going through the snow. I’m not in advertising, I’m just a customer but I seriously doubt removing the horses from the commercials will actually improve sales.

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