A few years ago, Budweiser’s parent company, AB InBev, suggested that they would move away from the Clydesdale-centered ads that had been a popular part of the Super Bowl for many years. Their explanation was reasonable: While the ads were beloved by many, there was no evidence that they helped sell beer. Fan outcry helped keep the Clydesdales around for a while, but in 2016, the company took a sharp turn away from the storytelling format their ads had previously taken, and the Clydesdales (and their canine companions) went with it. The iconic draft hitch had only a few seconds of screen time in that year’s ad.
This doesn’t mean that there won’t be any equine distractions during the many breaks in the action between the Patriots and the Falcons. Snickers is trying out a new gimmick with its ad spot, airing a commercial live. The ad will star Adam Driver (Kylo Ren from Star Wars: The Force Awakens) and, apparently, a horse.
Many advertisers release their Super Bowl ads online ahead of game day, but not all, so there are some yet-to-be-seen spots that will debut during the game on Sunday, February 5.
In the meantime, click here to watch classic Budweiser Clydesdale Super Bowl ads.
Leslie Potter is a writer and photographer based in Lexington, Kentucky. www.lesliepotterphoto.com
No more Clydesdales, no more beer for me! Sick of these success stories – want to see beautiful Clydesdales.
WHAT? NO BUDWEISER CLYDESDALES 2017, THAT IS JUST WRONG. THEY SHOULD BE IN EVERY SUPER BOWL, THEY ARE BY FAR THE MOST LOVED COMMERCIALS. I AM QUITE SURE THEY ARE THE REASON MOST PEOPLE WATCH THE SUPER BOWL THAT DON’T LIKE FOOTBALL OR CARE ABOUT WHO IS PLAYING IN IT.
Another tradition that made watching the Super Bowl Well THE SUPER BOWL. Not worth watching. Very upset
Just another reason not to watch an NFL game
No horses, no Saints no reason to watch the Super Bowl.
I will no longer purchase any Budweiser products until the Clydesdales return.
Good article, but I’m very disappointed the clydesdales won’t be in the budwieser commercials. They have always been one of the highlights of the super bowl for those of us who don’t drink beer, but love those beautiful horses. I know it’s all about the sales, but it will be a sad day not to see them. Thanks
There is no reason, for me, to watch the super bowl without the clydesdales. Very disappointed.
To be honest, I buy only Budweiser beer and my reason is to support these beautiful, majestic animals. If the new owners are going to be this greedy, then I will reconsider my position. There are a lot of beer makers out there. No Budweiser Clydesdales, then no Budweiser beer!!!
Later Budweiser…..
No Clydesdales again? That stinks!
They must be out of their minds. Drank too much of their own beer and now have mental problems!! WHY would they possibly think some old man’s dull story would sell more beer than the gorgeous Clydesdales???? NUTS!
No Clydesdales in the Super Bowl ads? I don’t even want to watch the game now. Bring back the Clydesdales!!!
It just reinforces the opinion that this country should not sell out to other countries I will not watch the Bud commercial this year.
Please bring back the Clydesdales!! Beautiful animals and a joy to watch. No Clydesdales, no Bud for me
I’m bummed too. They might not help sell beer but sure has everyone talking about them and the company. Their commercials were the best, only thing i watched for, well unless Greenbay played. Maybe they should put the horses name and picture on the cans, I’d buy it. 😉
Budweiser lets us down! I look forward all year to a new Clysdale commercial during the Super Bowl. The creative team should have done a follow up to the puppy series….farmer and the dog breeder training the puppy to sit and speak…and the horses learn it too.
I am very upset to find out they are cutting out the clydesdale horses!! This is the main reason I watch the commercials!! Big let down budweiser! I will not be watching this year or any other year now!
I will really miss them, my favourite part of the afternoon
I’m very disappointed that there won’t be any Clydesdales in this years Super Bowl Commercials. Surely your Marketing Department can integrate them and develop ideas that will sell more beer. Since you have won so many awards you should realize they are the heart of America!
Please bring back the Clydesdale commercials.
Poor decision. The Clydesdale commercials have always been my favorite. Please bring them back…they’re a tradition!
I only watch the super bowl to see the Clydesdales. I will not b watching it or drinking anymore bud products.
Very very unhappy
so sad not to see the Clydesdale commercial I watch the super bowl to see them so disappointed
Unbelievable… The Clydesdales are iconic, what a shame the company doesn’t realize this. Viewers want to see the horses during Super Bowl.
no Clydsdales in commercials equals no interest in Anheiser beer equals lower sales and that’s the reality that the company has built up in consumer expectations….what’s next….disposing of the horses because they are no longer needed….corporate should re-think this carefully….
Very disappointed, love the Clydesdales. Poor selection for Budweiser.
No CLYDESDALES???? Our whole Superbowl party were waiting for them!! What a BUMMER!!! Bring them back next year???!!!!
Very disappointed!
Very disappointing. The only reason I watched the Superbowl was to see the Clydesdale commercials.
What the heck? No Bud commercials in 2017 Super bowl, cmon really? Clydesdales Frogs Dogs ect,,, nothing So SERIOUSLY DISAPPOINTED
i love them horses this sucks without them
I used to buy the beer for parties. The only reason I bought it was so I could see the horses in commercials. I don’t like beer, so have no reason to buy it anymore. Same for the superbowl, I haven’t watched football since they went on strike (Yeah, that long ago). The only thing that would get me back is the chance to see the Clydsdales. I’d ignore the game, but watch the horses. That means I’m free on SuperBowl Sunday 2018.
Canadians love the bud horses. I, for one was very disappointed that there were no “bud’ horses this year. Better make sure they are there next year or Canadians won’t be buying Bud. anymore! They are the highlight of the superbowl commercials.
So very disappointed the horses were removed from the Budweiser commercials. I would sit through the entire Super Bowl if my favorite team WASN’T playing just to see the horses going through the snow. I’m not in advertising, I’m just a customer but I seriously doubt removing the horses from the commercials will actually improve sales.