Budweiser has a trick

Picture from Budweiser website

Today’s blog is inspired by an uncommon friendship story that is stealing many hearts.  I am referring to the Super Bowl ad that has brought together a cute puppy and Budweiser’s famous Clydesdale horse. To all the game lovers, when fate is not really on your side, this ad will definitively put you in a better mood.  

Super Bowl has become the event that encourages companies to bring “the best card” on the table. And Budweiser certainly has done a clever move with its “Puppy Love.” It is a spot that delivers a sentimental story without words, but clearly shows the determination of the little puppy who runs several times from his shelter go to and hang out with his special buddy. The ad was ranked at the first place in USA Today’s annual Super Bowl Ad Meter and so far has reached a number of more than 38 million views. 

Apparently, Budweiser knows the trick. People love cute animals in advertisements and if the ad is cleverly presented, it will become successful. In the timeline of the best Super Bowl ads of all times, Budweiser commercials show up several times. Guess which ones hit the top ranks? The ones where animals are in the center of the story.  Their Super Bowl ad in 2002 was named “Respect” and showed a giant equines travelling across the country as a tribute to the people lost in September 11 attacks. It captivated attention immediately.

In 2004, Budweiser strikes again with “Sleigh Ride”. The Clydesdale horse gives a spicy final touch to the romantic night a couple is having while enjoying Budweiser.  Again, their Super Bowl commercial spot in 2013 “Clydesdale Brotherhood” was considered as a very memorable one. An ad that shows the tight relationship that Budweiser’s Clydesdale and his trainer have, an emotional spot shared 1.9 million times in just five days.

It seems like “Puppy Love” successful story is related to a larger trend in commercials market.  People prefer to see emotional spots that tell good stories without many words and Budweiser has clearly set the standard in this category.