Though it’s been over two decades since the tragic events of September 11, 2001, the memory remains etched in the hearts of Americans. That day, nearly 3,000 innocent lives were lost, and the entire nation — and much of the world — stood in mourning and solidarity.
Amid the sorrow and resilience, one brand found a powerful way to honor the fallen: Budweiser’s emotional 9/11 tribute commercial.
🐴 A Quiet, Powerful Tribute
The ad, which first aired just once in 2002 during the Super Bowl, features Budweiser’s iconic Clydesdale horses making a solemn journey through New York City. They pass by national landmarks like the Statue of Liberty and Brooklyn Bridge, eventually reaching a quiet field near Ground Zero — the site where the Twin Towers once stood.
In a moment of profound respect, the horses bow their heads toward the skyline. No narration. No slogans. Just music and imagery. The message is clear:
“Never forget.”
🕊️ A Moment That Stuck With America
The commercial aired only once — until the 10th anniversary of 9/11 in 2011, when Budweiser re-released it with slight updates to reflect the passing of time. The company said the ad was meant to raise awareness and support for the National September 11 Memorial & Museum.
Paul Chibe, then VP of marketing at Anheuser-Busch, shared:
“We feel our 9/11 Clydesdales tribute ad is very special… the most important point is that we should never forget those lost and affected by 9/11.”
📺 Watch It for Yourself
Even today, the ad brings viewers to tears — not with words, but with dignity, silence, and symbolism. It’s a rare example of a commercial that transcends marketing to become a shared moment of national healing.
👉 Take a moment to watch it below.
A simple gesture. A powerful memory.
We will never forget.
