Budweiser is one brand that has become a Super Bowl staple over the years. One thing it has done perhaps better than any other advertiser over the years is create associations with animals, most notably Clydesdales, and the product.
The latest example of its effectiveness comes with a commercial titled "Puppy Love." It showcases a young dog that creates a bond with the famous horses, and any time he's taken away, he figures out how to get back with his much larger friends.
It's another commercial in a long line of successful Super Bowl spots for Budweiser. Being able to tell an interesting story that anybody can understand in one minute or less is something that's very much easier said than done, but the brand has made a habit of delivering memorable ads.
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That connection between the Clydesdales and Bud is essential and makes for an outstanding marketing tool. It allows the commercial to focus on the story without having to spend a bunch of time showcasing the product itself.
Instead, when the Clydesdales pop up on the screen there's instant knowledge that it's a Budweiser commercial. There doesn't need to be a ton of product placement, celebrities talking about it or anything else of that nature. It's an automatic link.
The "Puppy Love" spot was actually released ahead of the big game, which is a growing trend as companies attempt to have their commercials go viral. It was an immediate hit, with Adweek calling it the "first truly great" spot of the Super Bowl batch:
Richard Feloni of Business Insider provides a little more detail about those who take part in the sequel to last year's Budweiser Super Bowl ad:
The actor Don Jeanes returns to his role as the head of Warm Springs Ranch in Missouri, where the beer company raises its iconic Clydesdale horses. Actress (and former swimsuit model) Melissa Keller is introduced as the owner of a puppy adoption center next door.
Budweiser deserves a lot of credit for coming up with good ideas for the Super Bowl on a yearly basis. Advertising during the event is costly and that means there's little margin for error, but the brand rarely swings and misses with its spots.
"Puppy Love" is another home run.