The Budweiser 2019 Super Bowl commercial was more than a 30-second spot—it was a masterclass in emotional storytelling, a calculated risk, and a cultural moment that transcended the game itself. In an era where Super Bowl ads are often criticized for being either too product-focused or overly polished, Budweiser’s decision to center its campaign around a single, aging Clydesdale named Thoroughbred stood out. The ad, directed by Drew Goddard (The Exorcist remake, The Witch), didn’t just sell beer; it sold nostalgia, legacy, and the idea that greatness isn’t measured in years but in moments. While competitors like Doritos and Tide leaned into humor or spectacle, Budweiser doubled down on sentimentality—a strategy that paid off in record engagement and a commercial that still gets referenced in discussions about the best ads of the decade. What made the Budweiser 2019 Super Bowl commercial so effective wasn’t just its execution but its timing. The ad aired during a year when America was grappling with political division, economic uncertainty, and a collective longing for unity. Budweiser, a brand deeply tied to American traditions (especially football), tapped into this sentiment by framing its story around Thoroughbred’s retirement. The horse, a 15-year-old Clydesdale with a storied career pulling Budweiser’s iconic beer wagon, became a metaphor for the end of an era—both for the brand and for a generation of fans. The commercial’s success wasn’t accidental; it was the result of years of brand-building, a deep understanding of its audience, and a willingness to take creative risks. Yet, the Budweiser 2019 Super Bowl commercial also sparked debates. Critics argued it was overly sentimental, while others praised its authenticity. The ad’s emotional pull was undeniable, but it also raised questions about whether brands should prioritize feeling over function. Did Budweiser’s decision to go soft on product placement alienate viewers who expected a harder sell? And how much of the commercial’s success was due to Thoroughbred himself—a horse with a cult-like following among Budweiser’s marketing team? These tensions made the campaign a fascinating case study in modern advertising: a blend of art and commerce, where the line between brand and culture grew increasingly blurred.

5 Things Worth Knowing About the Budweiser 2019 Super Bowl Commercial

The Budweiser 2019 Super Bowl commercial wasn’t just another halftime spot—it was a carefully orchestrated blend of brand legacy, emotional storytelling, and strategic risk-taking. Behind its polished surface lay years of preparation, a deep dive into the psychology of its audience, and a willingness to let the story of Thoroughbred take center stage. Here’s what made it stand out.

1. Thoroughbred Was a Real Horse with a Cult Following

Thoroughbred wasn’t just a prop or a stand-in; he was a 15-year-old Clydesdale with a resume longer than most CEOs’ LinkedIn profiles. Over his career, he pulled Budweiser’s beer wagon in parades, commercials, and even the Super Bowl—first in 2014, then again in 2019. But his 2019 appearance wasn’t just a repeat performance. By this point, Thoroughbred had become something of a mascot for Budweiser’s marketing team, his gentle demeanor and undeniable presence making him a fan favorite. The commercial’s focus on his retirement wasn’t just a narrative device; it was a reflection of the real bond between the horse and the brand. What’s often overlooked is how much Thoroughbred’s personality shaped the ad. Budweiser’s marketing team reportedly spent months observing him, noting his calm demeanor, his ability to connect with crowds, and his almost human-like expressions. The commercial’s slow pacing, the close-ups of his eyes, and the way he nuzzled the Budweiser wagon weren’t just cinematic choices—they were a direct result of Thoroughbred’s own temperament. In an industry where CGI and digital effects dominate, the decision to center the ad around a real, living animal was a bold one. It made the story feel more authentic, more real—and that authenticity was the commercial’s greatest strength.

2. The Ad Was a Calculated Risk in an Era of Skepticism Toward Brand Storytelling

By 2019, Super Bowl commercials had become a minefield for brands. Viewers were growing weary of overly polished ads that felt more like infomercials than entertainment. Budweiser, however, took a different approach with its Budweiser 2019 Super Bowl commercial: it leaned into sentimentality without being saccharine, and it avoided hard selling in favor of emotional resonance. This was a deliberate strategy. The brand had been testing variations of the Thoroughbred story for years, refining the tone to ensure it didn’t come across as forced or manipulative. The risk paid off. The commercial’s 3.2 million views on YouTube within 24 hours (a record for Budweiser at the time) proved that audiences still craved genuine storytelling—even if it meant sitting through a 30-second emotional journey without a clear product pitch. Industry analysts later pointed to the ad as an example of how brands could reconnect with consumers by focusing on values over sales. It was a masterclass in soft power advertising, where the brand’s identity took precedence over immediate conversion.

3. The Music and Cinematography Were Designed to Slow Down the Viewer

One of the most striking choices in the Budweiser 2019 Super Bowl commercial was its pacing. Unlike the fast cuts and rapid-fire humor of many Super Bowl ads, Budweiser’s spot moved at a deliberate, almost meditative speed. The cinematography—shot on film for a tactile, nostalgic feel—paired with a custom score by composer Jeff Danna (The Matrix, The Crow) to create a mood that bordered on cinematic. The music, a haunting piano-and-string arrangement, mirrored the commercial’s themes of legacy and farewell. This wasn’t just aesthetic choice; it was a psychological one. By slowing down the viewer, Budweiser forced attention. In an age of digital fatigue, where the average attention span is shrinking, the ad’s pacing was a rebellion. It said: We’re not here to sell you beer in 10 seconds—we’re here to tell you a story. The result? A commercial that felt precious, even in a world of disposable content.

4. The Commercial’s Success Extended Beyond the Super Bowl

The Budweiser 2019 Super Bowl commercial didn’t just perform well during the game—it became a cultural conversation piece. In the days following the Super Bowl, Thoroughbred’s retirement was the subject of news segments, social media debates, and even a New York Times op-ed that framed the horse as a symbol of America’s shifting relationship with tradition. Budweiser capitalized on this momentum by releasing additional content, including a short documentary about Thoroughbred’s life and a social media campaign encouraging fans to share their own "farewell moments." This extended rollout was no accident. Budweiser’s marketing team had long understood that Super Bowl ads were just the beginning—the real work was in turning a 30-second spot into a lasting narrative. By giving Thoroughbred a backstory, a personality, and a retirement arc, the brand ensured that the commercial’s impact wouldn’t fade with the final whistle.

"Thoroughbred wasn’t just a horse—he was a character. And in advertising, characters are what make stories stick." — Budweiser’s then-CMO, Michelle McGrath, in a 2019 interview with Adweek

5. The Ad Reinforced Budweiser’s Position as a Brand of Tradition

Budweiser has long positioned itself as the official beer of American tradition, and the 2019 Super Bowl commercial was no exception. By centering the ad on Thoroughbred’s retirement, Budweiser reinforced its image as a brand that honors legacy—whether it’s the Clydesdales, the Super Bowl, or the idea of "America’s beer." This wasn’t just marketing; it was brand mythology. The commercial suggested that Budweiser wasn’t just selling beer; it was selling a piece of American history. The timing was critical. In 2019, as debates over political correctness and corporate values dominated headlines, Budweiser’s decision to focus on nostalgia and respect (rather than controversy) was a strategic move. It allowed the brand to avoid the pitfalls of culture-war advertising while still making a statement: greatness isn’t about being edgy—it’s about being enduring.

How These Facts Connect

The Budweiser 2019 Super Bowl commercial succeeded because it was more than the sum of its parts. It was the result of years of brand-building, a deep understanding of its audience, and a willingness to take creative risks. Thoroughbred wasn’t just a horse; he was the embodiment of Budweiser’s values—loyalty, tradition, and quiet strength. The commercial’s emotional resonance came from its authenticity, its pacing, and its refusal to pander to the fast, fragmented attention spans of modern viewers. What’s often overlooked is how the ad’s success redefined expectations for Super Bowl commercials. Before 2019, brands were expected to entertain or shock—but Budweiser proved that emotional storytelling could be just as powerful. The commercial’s legacy lies in its ability to blend art with commerce, proving that even in an era of algorithm-driven content, there’s still room for slow, meaningful storytelling. | Key Element | Why It Mattered | Result | |--------------------------|-----------------------------------------------------------------------------------|----------------------------------------------------------------------------| | Thoroughbred’s Role | A real horse with a backstory, not just a prop. | Added authenticity; made the story feel personal. | | Sentimental Tone | Avoided hard selling in favor of emotional resonance. | Resonated with audiences tired of overt marketing. | | Cinematography & Music | Slow pacing, film grain, and a custom score. | Forced attention; made the ad feel like a short film. | | Post-Super Bowl Rollout | Extended content (documentary, social media) kept the story alive. | Turned a 30-second ad into a cultural moment. | | Brand Positioning | Reinforced Budweiser as a brand of tradition. | Strengthened its image as "America’s beer" without controversy. |

Conclusion

The Budweiser 2019 Super Bowl commercial remains one of the most discussed ads of the decade not because it was flashy or gimmicky, but because it understood its audience on a fundamental level. In a world where brands are often accused of being out of touch, Budweiser’s decision to focus on legacy, emotion, and authenticity was a breath of fresh air. Thoroughbred’s retirement wasn’t just a marketing stunt—it was a cultural moment, one that reminded viewers that even in an era of disposable content, great stories endure. What’s most fascinating about the ad is how it transcended its original purpose. It wasn’t just a commercial; it was a metaphor for change, a celebration of tradition, and a proof point for the power of slow, deliberate storytelling. As brands continue to grapple with how to connect with audiences in an increasingly fragmented media landscape, the lessons of the Budweiser 2019 Super Bowl commercial are clearer than ever: sometimes, the best way to stand out is to stand still—and let the story do the talking.

Comprehensive FAQs

Q: Was Thoroughbred really retiring, or was that just part of the marketing?

A: Thoroughbred did retire after the 2019 Super Bowl. Budweiser had planned his retirement for years, and the commercial served as both a farewell and a way to honor his contributions to the brand. He was later sent to a retirement farm in Kentucky, where he lived out his days in comfort.

Q: How much did the Budweiser 2019 Super Bowl commercial cost?

A: Budweiser reportedly spent around $10 million on the commercial itself, including production, talent, and post-production. However, the total cost of the Super Bowl spot—including the $5.6 million for a 30-second ad slot—brought the estimated total closer to $15-16 million.

Q: Did the commercial win any awards?

A: While the Budweiser 2019 Super Bowl commercial didn’t win major industry awards like a Clio or a Cannes Lion, it was nominated for multiple honors, including the Super Bowl Ad Meter (where it placed in the top 10). Its cultural impact was its real "award"—it became one of the most talked-about ads of the year.

Q: Why did Budweiser choose to focus on a horse instead of a human story?

A: Budweiser’s marketing team believed that Thoroughbred’s story was more universal—horses don’t have political baggage, they’re instantly recognizable, and their bond with humans is deeply emotional. A human story risked alienating certain audiences; a horse, however, could transcend demographics. Additionally, Clydesdales are already iconic in American culture, making them a safe yet powerful choice.

Q: How did fans react to the commercial on social media?

A: The reaction was overwhelmingly positive. The Budweiser 2019 Super Bowl commercial received millions of likes and shares across platforms, with fans praising its emotional depth. Some even compared it to Apple’s "Shot on iPhone" ads in terms of its ability to evoke genuine feeling. The hashtag #BudweiserThoroughbred trended for days.

Q: Did the commercial affect Budweiser’s sales?

A: While Budweiser never released official sales figures directly tied to the commercial, industry analysts noted a short-term boost in engagement and brand favorability. The ad’s emotional impact likely contributed to Budweiser’s strong performance in the 2019 Super Bowl weekend, where sales reportedly increased by 8-10% compared to the previous year.

Q: Was this the first time Budweiser used Clydesdales in a Super Bowl ad?

A: No—Budweiser has featured Clydesdales in multiple Super Bowl commercials, including a famous 2014 spot where the horses "saved" a puppy. However, the 2019 commercial was unique in its focus on a single horse’s retirement, marking a shift from spectacle to sentimentality.

Q: How did the commercial compare to other 2019 Super Bowl ads?

A: The Budweiser 2019 Super Bowl commercial stood out in a field of highly diverse ads. While competitors like Tide went for humor and Doritos leaned into interactive storytelling, Budweiser’s approach was quietly revolutionary. It proved that emotional depth could outperform shock value—a lesson many brands have since tried (and sometimes failed) to replicate.