Years may have passed since the tragic events of September 11, 2001, but for many, the pain and memories remain as vivid as ever. That day changed America forever, leaving behind a legacy of loss, courage, and unity. Amid the grief, one unexpected tribute emerged—a Budweiser commercial so powerful it aired only once, leaving an indelible mark on those who saw it.
The ad featured Budweiser’s iconic Clydesdale horses, symbols of strength and dignity, traveling through New York City. They passed landmarks like the Statue of Liberty and the Brooklyn Bridge before finally stopping at the site where the Twin Towers once stood. There, the horses bowed their heads in a silent, solemn tribute to the lives lost.
The message was simple yet profound: Never forget. The commercial captured the collective sorrow of a nation while honoring the resilience that emerged from tragedy. It was so moving that Budweiser chose not to air it again until the 10th anniversary of 9/11, when it was reintroduced to support fundraising for the National September 11 Memorial & Museum.
Paul Chibe, then Vice President of Marketing at Anheuser-Busch, explained the decision: “This tribute is special. We wanted to honor the memory of those affected and remind people of the importance of coming together.”
Even now, decades later, the commercial serves as a poignant reminder of the unity and strength that arose from one of America’s darkest days. It’s more than an ad—it’s a tribute to the enduring spirit of a nation that refuses to forget.
