Budweiser advertisements are as much a Super Bowl staple as the game itself, and this year the company is tapping into its sentimental side to bring a touching new one-minute spot to over 100 million expected viewers.
The heartwarming ad—titled “Brotherhood”—features Fleetwood Mac’s “Landslide” playing over a man raising a Clydesdale foal until it is of age to join Budweiser’s famous fleet, but soon fast forwards three years into the future.
This breeder sees that the horse will be featured in Chicago, and he decides to hit the Windy City to catch a glimpse of his former friend.
As you can likely deduce, in the heartwarming conclusion, the now fully-grown foal recognizes his former owner and breaks free from the parade, chasing the man down in his car for a reunion shot.
In a move without precedent, Anheuser-Busch Inbev—the conglomerate that controls the Bud brand—released the spot online in days leading up to the big game.
Supporters were able to catch a glimpse of the week-old foal online via Budweiser’s brand new Twitter account and even had a chance to pick a name for the animal.
It’s certainly built some anticipation leading up to the actual airing of the commercial, and the company may have another hit on it’s hands—as it did back in 2008 with “Team Clydesdales”—an iconic spot still revered in the advertising community and fans’ hearts.
According to Adweek’s staff, these 60 seconds are part of Bud’s four-and-a-half minutes of airtime, which is going to set the deep-pocketed corporation back a bit of coin.
Brian Steinberg of AdAge estimates that a 30-second advertisement during the 2013 Super Bowl between the Baltimore Ravens and San Francisco 49ers costs around $3.7 million to 3.8 million, but an additional half-minute can be bought for the “low” price of $800,000.
It seems this touching “Brotherhood” commercial is worth every cent paid.