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.
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