ST. LOUIS, ma. (KTVI– On the 19th anniversary of the 9/11 terrorist attacks, one of the most powerful tributes to the victims remains an emotional ad featuring the Budweiser Clydesdales – and it has only aired once.
In the ad, that broadcast at Super Bowl XXXVI on Feb. 3, 2002, the horses honor the memory of the fallen with an unforgettable, breathtaking bow.
And many people have never forgotten it.
The Anheuser-Busch creative team came up with the conceptand had to get approval from members of Congress, the advertising community, and New York Mayor Rudy Guiliani to make the commercial.
“We filmed in New York City,” said Bob Lachky, former executive vice president of Anheuser-Busch Global Creative. “We had a helicopter going over the Brooklyn Bridge. Mayor Giuliani let us into town – the only film company of any kind right after September 11th. To actually get into the skies with our helicopter to film the Clydesdale … the hitch that entered Battery Park and it was amazing, just amazing. “
It was amazing, especially considering that New York was a city that still hurt. Still, a St. Louis-based company, touched by the pain of the worst act of terrorism on American soil, took the risk of helping one of our favorite cities and our country heal.
The company logo is absent from the entire video until the end.
Although the original ad only aired once, Budweiser aired an updated version of the commercial on September 11, 2011, the 10th anniversary of the attacks.