A Tribute That Stands Apart

Every year on September 11, Americans pause to remember the lives lost and the communities forever changed by the tragic events of 2001. Over time, tributes have taken many forms—public memorials, quiet moments of reflection, and artistic expressions that capture the nation’s collective grief. Among these, one stands out for its simplicity and emotional depth: Budweiser’s 2002 “Clydesdale Respect” commercial.

The ad, which aired just once during Super Bowl XXXVI on February 3, 2002, remains one of the most moving television tributes in history. Featuring the iconic Budweiser Clydesdales, it delivered a message of respect and remembrance that required no words—only the quiet power of imagery and symbolism.

The Power of the Clydesdales

The Budweiser Clydesdales have long been cultural icons in the United States. Since their debut in 1933 to celebrate the repeal of Prohibition, these majestic draft horses have represented tradition, heritage, and strength. Their appearances in Super Bowl ads, holiday campaigns, and parades made them instantly recognizable and deeply associated with Americana.

By choosing the Clydesdales to deliver a 9/11 tribute, Anheuser-Busch tapped into their symbolic weight. These horses were not just mascots for a beer brand; they were symbols of endurance, pride, and resilience. In the aftermath of national tragedy, they became silent messengers of unity.

A Solemn Bow in New York

The 2002 commercial opens with the Clydesdales making their way through snow-covered fields and across the Brooklyn Bridge, pulling the iconic Budweiser wagon. Their journey takes them into New York City, where they move past neighborhoods and landmarks with a quiet dignity.

Eventually, the team arrives at a point where the Manhattan skyline is visible. The camera pans to the site where the World Trade Center once stood. There, in a moment of profound silence, the horses stop, lower their heads, and bow.

No narration, no slogan, no product placement—only a bow of respect.

Why It Aired Only Once

Budweiser made the deliberate decision to broadcast the ad just one time, during the Super Bowl. Executives explained that they wanted the gesture to remain pure and respectful, not tied to repeated marketing or profit motives. By limiting the airing, they ensured that the tribute stood as a moment of remembrance rather than a recurring commercial.

The exclusivity of that single broadcast added to its impact. Viewers knew they were witnessing something special—an unrepeatable moment of national mourning and solidarity.

Public Response and Enduring Legacy

The response was immediate and emotional. Viewers across the country praised the ad for its dignity, restraint, and heartfelt message. Letters and calls poured into Anheuser-Busch, thanking the company for honoring the victims in such a moving way.

The ad’s brevity made it unforgettable. In just 60 seconds, it captured the grief of a nation and the strength of its people. Many who saw it in 2002 still recall it vividly, even decades later.

Returning to the Tribute on the 10th Anniversary

On September 11, 2011—the 10th anniversary of the attacks—Budweiser revisited the concept with an updated version of the commercial. Once again, the Clydesdales bowed in remembrance, reinforcing the enduring need to honor the victims and support the resilience of survivors and families.

This re-airing reaffirmed the original message: that remembrance is not a one-time act but a continuing responsibility. By choosing the 10th anniversary, Budweiser reminded viewers that even as years pass, the loss and lessons of 9/11 remain with us.

Why the Commercial Resonates So Deeply

Several elements explain why the “Clydesdale Respect” ad has endured in the national memory:

• Simplicity: The absence of narration or branding let the gesture speak for itself.

• Symbolism: Horses, often associated with strength and nobility, conveyed emotions that words might have diluted.

• Timing: Airing during the Super Bowl—a unifying national event—gave the message a massive platform.

• Restraint: By airing it only once, Budweiser emphasized sincerity over advertising.

Together, these choices made the ad more than a commercial. It became a piece of cultural history.

Remembering Through Media and Culture

Tributes like “Clydesdale Respect” demonstrate the role that media and popular culture can play in collective remembrance. Just as songs, films, and memorials preserve the emotions of an era, this commercial captured a moment when America was still healing.

It also showed how corporations can contribute meaningfully to public mourning when they prioritize authenticity over branding. Budweiser’s choice to use its most beloved symbol in a purely respectful way resonated because it felt genuine, not commercial.

A Lasting Symbol of Unity

Today, more than two decades after its original airing, the “Clydesdale Respect” commercial is still shared online each September. Many Americans revisit it as part of their personal reflection on 9/11. Its images continue to stir emotions of grief, resilience, and unity.

The tribute endures because it speaks to universal values: respect for the fallen, solidarity in the face of tragedy, and hope for renewal. In a time when much of media feels fleeting, this one-minute commercial has stood the test of time.

Conclusion

The Budweiser Clydesdale 9/11 tribute remains one of the most powerful commercials ever created—not because it sold a product, but because it conveyed compassion without words. In a single bow before the New York skyline, it expressed what millions of Americans felt but could not say.

Though it aired only once in 2002, its impact has lasted a lifetime. It reminds us that in moments of national tragedy, gestures of respect—no matter how simple—can bring people together and provide comfort that endures across generations.

Sources

• Anheuser-Busch press statements on the 2002 Super Bowl ad

• Super Bowl XXXVI broadcast archives

• Interviews with Budweiser executives reflecting on the tribute

• Coverage of the 2011 re-airing on the 10th anniversary of 9/11