Americans, like most of the world, will remember the horrific events that unfolded on September 11th, 2001. The tragic attack took the lives of so many innocent people, rescuers, volunteers and emergency service responders. But one company decided to pay tribute to the victims of the 9/11 attack. They did it with a commercial that aired just once on American television. This emotional 9/11 tribute is still remembered today.
In 2002, Budweiser debuted a one-minute commercial. It showed the iconic Budweiser Clydesdales venturing to New York City. The advert was a tribute to those who had sadly passed in the devastation of 9/11. The ad appeared once during the 2002 Super Bowl.
Jorn Socquet, the vice president of marketing at Anheuser-Busch told Business Insider in an email:
With this tribute, we wanted to respectfully honour those affected by the events of September 11th. While the original ad aired just once, the Budweiser Clydesdales delivered our sentiments in a moving way that continues to resonate.
Budweiser wanted to be as careful as possible. They wanted to make sure they didn’t do anything to take away from those who we lost that day.
The emotional 9/11 tribute remains one of the most beloved tribute commercials in America
They received the blessing and support of the then-mayor Rudy Giuliani before creating the ad. The commercial was filmed only a few months after the attack and Budweiser was the first film crew to be able to use the airspace over Manhattan to film the Clydesdales travelling to New York
But one thing that most people thought was that the horses bowing was CGI or faked somehow. But in fact, it was real. The horses spent 45 days with trainers to perfect the haunting bow that everyone remembers from the commercial.
The director wanted to make sure this was perfected as it was the emotional kick to the commercial that paid tribute to the victims. Though the commercial only aired once, the video resurfaces every year.
For the advert to have been played just once, it has become one of the most beloved commercials to ever have been shown on American television. We think the homage to the fallen victims was done so tastefully and that is a huge part of its success.
We are humbled to hear from people around the world who are re-watching and sharing the ad online as a way of observing the 17th anniversary.
Don’t forget to watch this emotional 9/11 tribute in the video below. Also, at Happiest we love hearing all of your opinions. So please let us know what you thought of the article in the comment section. 🐝