The Super Bowl is renowned not just for its intense football action but also as a premier showcase for some of the most creative and memorable commercials. Among these, Budweiser has consistently stood out with its emotionally charged adverts featuring the majestic Clydesdale horses. The addition of a Labrador Retriever puppy to their well-loved formula has further endeared their commercials to millions. Starting with the “Lost Dog” advertisement, Budweiser expanded its narrative repertoire by blending the innocence of the puppy with the grandeur of the Clydesdales, crafting stories that resonate deeply with themes of friendship and resilience.
The “Lost Dog” commercial unfolds with a captivating story of a curious puppy that ventures too far from home and ends up lost after impulsively jumping into an open truck. The ensuing journey is fraught with dangers, both urban and natural, that the young pup must navigate alone. However, in a dramatic turn, the Clydesdale horses, depicted as stalwart friends, break free from their confines to rescue their small friend. This narrative twist not only amplifies the emotional impact of the commercial but also showcases the enduring bonds of friendship that Budweiser has come to symbolize through its storytelling.
Accompanied by the poignant soundtrack of The Proclaimers’ “I’m Gonna Be (500 Miles)” covered by Sleeping at Last, the commercial’s audiovisual elements combine to amplify its emotional depth. The sight of the Clydesdales galloping to the puppy’s rescue and the heartwarming reunion with the rancher create a compelling narrative that captured the hearts of viewers globally. This approach was so successful that the advertisement quickly became a fan favorite, celebrated for its narrative richness and emotional appeal, accumulating millions of views and becoming a staple in discussions about the best Super Bowl commercials.
Building on this success, Budweiser continued to refine its storytelling approach by shifting the narrative focus more towards the puppy in subsequent campaigns, as director Jake Scott revealed. This shift in perspective allowed the advertisements to explore new emotional landscapes, deepening the viewer’s connection to the characters. Despite the human characters like the rancher, played by actor Don Jeanes, who jokingly refers to himself as a “glorified extra” in the face of the animals’ charm, it is clear that the true stars are the puppy and the Clydesdales. Budweiser’s strategy of focusing on these animal characters not only ensures captivation during the Super Bowl’s commercial breaks but also nurtures a narrative continuity that keeps audiences eagerly anticipating what Budweiser will present next, further cementing its reputation for delivering heartwarming, compelling advertisements that both connect and entertain.