The story behind the iconic 9/11 Budweiser commercial that only aired once

I happened to see this link at work today. Since today is a day to remember 9/11, I thought I would go ahead and share the story of how much had to move in order to film this tiny little spot ... that only ever aired once.

I watched it at my desk. I admit to being choked up at the end. The original is linked at the bottom of the story.

"We filmed in New York City," said Bob Lachky, former executive vice president of Anheuser-Busch Global Creative. "We had a helicopter going over the Brooklyn Bridge. Mayor Giuliani let us into the city -- the only film company of any sort right after 9-11. To actually come into air space with our helicopter to film the Clydesdale ... the hitch coming into Battery Park and it was amazing ... just amazing."

They had to secure multiple permissions to get into the air space for the shots, and then the company only ever put its logo in very briefly at the very end. I guess you can argue that the hitch is a walking advertisement, but still.

I still consider the amount of work and the resources that went into this tiny spot that was really more of a salute and a tribute/memorial than any kind of beer ad. And they only aired it that once.

ICONIC?!


Read the article.

I must say, against my judgement of Anhueser Busch, I'm humbled by the one and done, as it were.

We could be having this video crammed down our faces every YouTube video, every commercial break, and more.

It really says a lot to me when a big company like AB chooses the highroad, to make their point, to show both patriotism and acknowledgement that saying it once is enough.

a reply to: Iconic

Yeah, I c what u did there.

But apparently people who watched the Super Bowl and saw it had it stuck in their heads, and seeing the ad, I can see why. It did make an impression even this many years out.

a reply to: ketsuko

I really got a little teery eyed watching that.......

It was very nice

It is a pretty good ad.

Bud usually knocks it out of the park with their ads come superbowl, this is no exception.

a reply to: ketsuko

Wow! Thank you for posting this. I had never seen the ad and knew nothing about it. That was really beautiful and touching. Of course, I cried! LOL!

Beautiful, heart warming and it made me get all choked up! Powerful!

a reply to: Benevolent Heretic

I don't think bud is happy with a superbowl commercial till it makes you tear up.

Last years was a tear jerker too, won't post as to not take away from this one.

No, I agree they always do a good job with theirs no matter which direction they take it.

Nothing says up yours Islamic terrorists like a Bud.

So powerful.

It's a visually nice commercial, Bud's always are (doesn't make up for their beer sucking, however) I don't find it "iconic", though, nor emotional. There are many events & causes companies ethically oppose or back with ads, the "feel good" aspect of the related commercials serve more to increase their revenue than actually make any difference. Don't get me wrong, from a marketing POV, it's brilliant -- play on people's emotions like that, even with one airing, and you've got both new buyers of your product, and an increase in purchases from existing ones. It was a smart, calculated move by far at the time.

a reply to: ketsuko
Giuliani certainly had his priorities straight.

a reply to: Nyiah
totaly agree, didnt need a demographic survey from the marketing department to dream up this ad campaign.
I bet sales smashed it "outta" the park for the AB sub.
i think it's amazing how people think a global company based in Belgium which brings in around US$47.063 billion a year really has any emotions in this. it's about how to seperate you from your money and build customer loyalty so the process is repeated and passed on to your children, and we get to see catchy slogans like"Nothing says up yours Islamic terrorists like a Bud." marketing genius, loyaty takes on a purist form. and by looking at this small snippet on this page there a some fierce defenders of the Anheuser-Busch InBev franchise.

People from all over the world mourned with us that day.