Bud's Clydesdales Steered Into Game After All

February 4, 2010


By David Gianatasio, Adweek


After some initial horsing around, it turns out that the Budweiser Clydesdales will trot into the Super Bowl after all.

A-B initially released a Super Bowl ad lineup sans its iconic mascots after a DDB-produced spot was, apparently, found lacking. But the spot was revised and the brewer asked Facebook fans to vote on whether it should be included.

In a less than surprising outcome, the 60-second spot is now set to air in the fourth quarter of Sunday's telecast on CBS. The ad, called "Fence," focuses on the friendship between one of the horses and a steer.

All told, A-B will run five minutes of new creative.

Here's the complete rundown:

Q1:

- "Light House" (Bud Light) - One man's home is the envy of his friends and neighbors. (:30, Cannonball, St. Louis)
- "Asteroid" (Bud Light) - As a giant asteroid hurls toward Earth, a group of astronomers must decide how to spend the precious little time they have left. (:30, Cannonball)
- "Voice Box" (Bud Light) - A group of friends experiences an unusual voice change. (:30, Cannonball)
 
Q2:

- "Bridge" (Budweiser) - Teamwork and ingenuity can have a nice payoff. (:60, DDB, Chicago)
- "Stranded" (Bud Light) - Island castaways find themselves distracted by a fortunate discovery. (:45, Cannonball)

Q3:

- "Little Bumps" (Michelob Ultra) - A day in the Ultra life of Lance Armstrong.
(:30, Palm+Havas, Chicago)
- "Ice Bottle" (Select 55) - The lightest beer in the world makes its Super Bowl debut. (:15, Momentum, St. Louis)
 
Q4:

"Fence" (Budweiser) - A Clydesdale friendship cannot be contained. (:60, DDB)


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