The Million Dollar Ad Budweiser Aired Only One Time

By Susan Kuebler

Perhaps you are already familiar with this story.  But it is well worth seeing again.  If you are not familiar with it, then this is one you definitely must read.

Any fan of the Super Bowl knows that one of the highlights of the event is the advertising.  Companies spend millions of dollars to reach one of the largest television audiences of the year.  And one of the best traditions is the ad produced by the Budweiser Brewing Company featuring their famous Clydesdale horses.  Those magnificent animals are hand-picked to become part of the Budweiser team.  Some of their ads have been humorous. Others have been touching.  But all have been unforgettable.

The country was still reeling from the attacks on 9/11 attacks when the 2002 Super Bowl was held.  Many tributes had been held to the victims and the first responders at the Twin Towers.   Budweiser, following their usual practices, had spent enormous amounts of money to produce their annual Super Bowl ad with their Clydesdales.  But the one for the 2002 Super Bowl was completely different from their normal format.

Here it is shown below.  Please take a minute to watch it. And try not to cry. The ad is simply titled “Respect”

For unlike any other advertisement Budweiser produced before, or since, they aired this commercial only one single time.  They wanted to honor the people affected by the tragedy of 9/11 and did not wish to capitalize on it commercially.  Needless to say, it has been viewed by millions of people on formats such as YouTube, which is as it should be.  But Budweiser receives no revenue from that.  They wanted to show respect and they did.

Also, keep in context that while this company was spending their money to give something back to the country, Donald Trump was claiming $500,000 for damages he never incurred as a result of 9/11.

Respect is a word that means something to the American people and to a beer company.  But not the man who would become President of the United States.


"All shall be well and all shall be well and all manner of things shall be well". Julian of Norwich.

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