2013 Budweiser Super Bowl Ad — Extended Version of The Clydesdales: “Brotherhood”

The commercial advertisement I chose to write about is one of the 2013’s Super Bowl commercials. This commercial advertised the popular beer brand Budweiser. This video again aired during the super bowl, and is said to be one of the most popular super bowl commercials for 2013. The audience of this commercial is any football fan watching the super bowl at that time but primarily adult individuals over 21 who are Budweiser drinkers. One could also argue that this commercial touches a number of audiences due to its sensitivity and the love for an animal. This commercial reaches out to a younger audience also because it does show the companionship between man and his pet which is typically found in the younger audience. The storyline of the commercial is very powerful itself and can touch almost any individual who watches it. The commercial itself is about a young male who’s goals are to raise and train his Clydesdale horse to be one of the Budweiser Horses. During the entire commercial the song “Landslide” by Fleetwood Mac is playing in the background and is showing the bond a Clydesdale foal shares with his trainer. We first see the horse as a new born foal then as the commercial goes on we see it grow as well as its relationship with its trainer. The foal became the mans best friend and as the time came for him to go off and become one of the Budweiser Draft horses, the trainer became sad and lost his best friend. At the end of the commercial we see the foal and his trainer reunite after the trainer comes to see his horse in a parade. The horse recognized him and broke loose and came running after him to reconnect with its best friends. Overall this commercial is a tear jerker as it touches the emotions of the audience. This ad itself differs from any other Budweiser ad for the simple fact that it was not solely based on the alcohol content and in consuming this product but rather focused on the products trade make of its having Clydesdale draft horses as their mascot. In this ad there was alcohol content and consumption but that was not its main focal point, it was more of the storyline of the commercial and the emotional aspect that made this commercial so popular and memorable for the audience.
This commercial can be based on the VALS system. This system has eight different categories dealing with personal motivation and the amount of resources available to the particular audience and it is the study of the changing values and lifestyles of the consumers behaviors. Evaluated by the the VALS system, I feel like the commercial audience can fall into possibly three different categories, the achiever, the strivers, and the makers. According to the text we discuss in class on April 23rd the three are defined as this:
Achievers. These consumers are the high-resource group of those who are motivated by achievement. They are successful work-oriented people who get their satisfaction from their jobs and families. They are politically conservative and respect authority and the status quo. They favor established products and services that show off their success to their peers. Strivers. These consumers are the low-resource group of those who are motivated by achievements. They have values very similar to achievers but have fewer economic, social, and psychological resources. Style is extremely important to them as they strive to emulate people they admire. Makers. These consumers are the low-resource group of those who are motivated by self- expression. They are practical people who value self-sufficiency. They are focused on the familiar-family, work, and physical recreation-and have little interest in the broader world. As consumers, they appreciate practical and functional products.
The audience could be achivers for the simple fact that the storyline of the commercial is that the young trainer wanted to raise and train his foal to be a Budweiser Draft Horse and also because by raising his foal to be a Budweiser horse he would be showing off his success to his peers. It could also fall under the category of being a striver also for the simple fact that his motivation comes from achieving his goal for himself but also for his foal he admires and is raising. With that it could also fall under the maker category for the fact that his goal is to make his foal become a big star to the world and is very practical.
This product was advertised using the pseudo non-ad format of code transgressing. This type of ad demonstrates ways advertisement attempts to gain attention with an audience that “knows better” than to give in to a more traditional advertisement. Code transgressing purpose is to allow the audience to understand what is happening in the ad by them taking their own read on the commercial. This commercial is an example of this for the simple fact that they want the audience to understand the storyline being told on a whole different level by targeting the emotional side of the brand rather than the alcohol consumption part of the brand. It reaches the goal of this type of advertisement by allowing and wanting the audience to understand the message being told but also the advertisement techniques being presented in the commercial.
This commercial itself is very successful because it touches the audience in a different way that most commercials do not. It presents a great storyline and it appeals to its audiences emotions rather then most alcohol beverage commercial do. The combination of the storyline along with the background music, that already has a heart felt feeling towards it, works together perfectly to make the commercial complete. Not all individuals may like the Budweiser product but the commercial itself was a heart touching experience that will make people talk about it because of its storyline and that alone is a huge success for the brand because it allows for people to speak their name and may open up new individuals to want to try their brand.

-Jessica Rodenbeck

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