It started like any other Super Bowl commercial break. Snacks in hand, conversations paused, viewers braced themselves for something clever, funny, or flashy. But what unfolded on screen was quieter. Slower. More emotional than expected.
A fragile bald eagle chick on the ground. A newborn Clydesdale stepping into the morning light. What seemed like a simple brand message gradually transformed into a story about heritage, resilience, and shared identity.
For many viewers, it was not just an advertisement. It was a reminder of how storytelling can transcend the game itself.
Budweiser Celebrates 150 Years in America
In 2026, Budweiser marked 150 years of brewing in the United States. The milestone coincided with broader national celebrations, making it a symbolic year for reflection on tradition and cultural identity.
To commemorate the occasion, Budweiser returned to one of its most recognizable marketing elements: the Clydesdales. The 2026 Super Bowl commercial, titled American Icons, featured the 48th Super Bowl appearance of the Budweiser Clydesdales.
The campaign was developed under the leadership of Todd Allen, Senior Vice President of Marketing for Budweiser at Anheuser-Busch. In public statements, Allen described the commercial as a tribute to shared milestones and enduring heritage.
Rather than focusing on humor or spectacle, the brand leaned into emotion and symbolism.
The Storyline: From Vulnerability to Strength
The commercial opens with a Clydesdale foal greeting the sunrise, galloping out of the stable into open fields. The imagery feels cinematic yet grounded in rural simplicity.
Soon, the young horse encounters a bald eagle chick that has fallen from its nest. The eaglet appears unharmed but clearly too young to fly.
From that moment, the narrative becomes one of companionship and growth.
Through changing seasons, rain, snow, and passing time, the two animals remain connected. The Clydesdale grows stronger. The eagle matures, gradually learning to spread its wings.
In the final scene, both animals are fully grown. The eagle lifts off from the horse’s back, wings extended wide. For a brief moment, the image resembles a mythical Pegasus, blending realism with poetic imagination.
The screen fades to Budweiser’s familiar slogan, Made of America, followed by the line For 150 Years, This Bud’s For You.
The Cultural Symbolism Behind the Animals
The emotional power of the commercial rests largely on the symbolism of its two central animals.
The bald eagle has long served as a national emblem of the United States. It was officially adopted as a symbol in 1782 and represents strength, freedom, and resilience. Its presence in the advertisement connects the brand to national identity and heritage.
The Budweiser Clydesdales, meanwhile, are among the most recognizable brand mascots in advertising history. Introduced in 1933 to celebrate the repeal of Prohibition, they have become synonymous with tradition and craftsmanship.
By pairing these two figures, Budweiser taps into shared cultural memory. The eagle symbolizes the nation. The Clydesdale symbolizes the brand’s legacy. Together, they suggest continuity and partnership.
It is important to note that the imagery is symbolic rather than literal. While the final scene evokes mythical qualities, it remains firmly within the realm of visual storytelling rather than fantasy claims.
Why Super Bowl Ads Matter
The Super Bowl is not only a championship football game. It is also one of the largest advertising stages in the world. Brands invest heavily to debut commercials designed to generate conversation, media coverage, and online sharing.
Over the years, Budweiser’s Super Bowl ads have often focused on emotional storytelling rather than comedy. Previous campaigns featuring the Clydesdales have highlighted themes such as friendship, perseverance, and community.
The 2026 ad continues that tradition, positioning the brand within a broader narrative of American milestones.
Marketing experts frequently observe that emotionally resonant ads are more likely to be remembered and shared. By crafting a story that unfolds gradually, Budweiser encourages viewers to pause and engage rather than simply react.
Real People Behind the Story
Adding authenticity to the commercial is the inclusion of a real barley farmer, Brian Fransen. As the camera lingers on a teary eyed farmer watching the eagle and horse thrive, viewers are reminded that beer production begins long before bottling and distribution.
Featuring a real agricultural partner underscores the company’s connection to farming communities across the country.
Agriculture plays a significant role in the brewing process, and barley farmers contribute directly to the quality and consistency of beer production. By spotlighting a real individual, the ad grounds its symbolism in tangible human effort.
Balancing Emotion and Brand Identity
From a marketing perspective, the 2026 Super Bowl commercial achieves a careful balance.
On one hand, it celebrates a corporate anniversary. On the other, it avoids overt product promotion until the final moments. The focus remains on narrative and imagery.
This approach aligns with a broader trend in advertising, where brands aim to create emotional associations rather than emphasize features or pricing.
The phrase Made of America reinforces Budweiser’s positioning as a domestic brand with historical roots. At the same time, the storytelling approach allows viewers to interpret the message in personal ways.
Some may see it as a tribute to tradition. Others may view it as a celebration of growth and resilience. The layered symbolism invites multiple readings without making exaggerated claims.
The Science of Emotional Advertising
Research in consumer psychology suggests that emotionally charged content enhances memory retention. When viewers feel moved, they are more likely to recall both the story and the brand associated with it.
Visual storytelling, particularly involving animals, often triggers empathy. Humans are naturally attuned to narratives of vulnerability and transformation.
The eagle chick’s initial fragility contrasts with its eventual strength. The Clydesdale’s steady presence represents support and continuity. Together, these elements create a narrative arc that mirrors classic storytelling structures.
Importantly, the ad does not rely on shock value or controversy. Instead, it builds emotion gradually through imagery and pacing.
Beyond Football and Advertising
What makes this commercial resonate is its ability to feel larger than the event itself.
While the Super Bowl may last only a few hours, milestone anniversaries carry historical weight. Budweiser’s 150 year celebration intersects with broader reflections on national heritage and shared cultural experiences.
The ad subtly invites viewers to consider their own milestones, family traditions, and connections to place.
In doing so, it transcends its role as a beverage advertisement and becomes a cultural moment.
A Reflection on Storytelling and Curiosity
Why do we sometimes find ourselves unexpectedly emotional during a commercial break?
Perhaps it is because stories tap into our innate curiosity about growth, resilience, and identity. We are drawn to narratives that begin with vulnerability and end with strength. We look for meaning in symbols, even when they appear in unexpected places.
The pairing of a bald eagle and a Clydesdale is not accidental. It reflects carefully crafted storytelling designed to connect brand heritage with national symbolism.
Yet beyond marketing strategy lies something more universal. Humans respond to stories that echo shared values. We are curious about how symbols evolve and how traditions endure.
In the end, Budweiser’s 2026 Super Bowl ad reminds us that even in the midst of a championship game, a well told story can capture attention, spark reflection, and linger long after the final whistle.
Sometimes, what begins as just another commercial becomes a moment that feels surprisingly meaningful.