It often feels like commercials are getting smarter and more creative with each passing year. But beyond the clever tricks and eye-catching visuals, there’s also a growing trend where advertisements are becoming more heartfelt and meaningful. In a world full of fast-paced media, it’s refreshing when a commercial not only grabs our attention but also touches our hearts and reminds us of something bigger than ourselves. There’s one advertisement that stands out as a perfect example of this shift toward deeper emotional storytelling.

In America, there are moments in history that are forever etched into our collective memory. One of the most significant and tragic events was the September 11 attacks. The trauma, sorrow, and loss from that day still linger in the hearts of millions, and it remains crucial that we never allow the memories of those affected to fade. A few years after this devastating event, Budweiser, a brand known primarily for its beer, decided to do something remarkable. Instead of promoting a product, they chose to pay homage to the lives lost and the resilience of the American spirit with an unforgettable advertisement that left people in awe.

This Budweiser ad wasn’t just another commercial—it was a respectful tribute designed to honor a moment of national grief. Years later, the company made the decision to reintroduce the ad, updating it slightly while keeping the heart of the message intact. No matter how many times people have watched it, the response remains the same—many are left deeply moved, often with tears in their eyes.

Budweiser knew exactly how to create something meaningful by drawing on one of their most beloved symbols: the majestic Clydesdale horses. These horses have been part of the brand’s identity for generations, featured in numerous entertaining commercials. However, this time, the Clydesdales weren’t used for fun or celebration—they became solemn messengers of respect and remembrance. This creative direction showed a remarkable level of sensitivity and thoughtfulness, demonstrating that a company could step beyond commercial interests to recognize a national tragedy.

The first version of this powerful tribute aired only once during the Super Bowl in 2002, a little more than four months after the attacks. That single airing was enough to leave a lasting impression. Budweiser did not release the ad again until 2008, when they shared it online. The public’s reaction was overwhelming, with the ad quickly going viral and collecting more than 22 million views on YouTube. People from all walks of life appreciated the simple but touching tribute, and it became clear that this commercial resonated far beyond a simple advertisement.

The visuals in the ad are both beautiful and heartbreaking. It opens with the graceful Clydesdales moving through the streets of New York City. As they make their way past some of the city’s most famous landmarks—the Statue of Liberty, the Brooklyn Bridge—you can’t help but notice the quiet, respectful tone of the entire scene. The journey concludes in a serene park with a clear view of the Manhattan skyline. Yet, something is visibly missing—the once towering presence of the World Trade Center no longer stands, and the empty space in the skyline is a painful reminder of what was lost.

Then comes the most powerful moment of the commercial. The horses stop, and in a deeply symbolic and emotional gesture, they lower their heads in a bow of respect. It’s a simple action, yet it speaks volumes about remembrance, honor, and collective mourning. It’s the kind of moment that gives you chills and reminds you of the importance of reflection and unity.

Paul Chibe, who was the Vice President of Marketing at Anheuser-Busch, explained just how special this tribute was to the company. In a public statement, he said, “We feel our 9/11 Clydesdales tribute ad is very special.” The company understood the responsibility of creating something so emotionally charged, and they treated it with the utmost care and dignity.

In 2011, to mark the 10th anniversary of the September 11 attacks, Budweiser decided to air the tribute once more. This version of the ad included subtle changes designed to reflect the passage of time and to underscore a message that remained as important as ever: we must never forget. Paul Chibe noted that these small adjustments were made to represent the years that had gone by while keeping the focus on honoring the victims and remembering the impact of that day.

Since then, this advertisement has continued to be shared and viewed by people who want to reflect on the events of September 11, 2001. It serves not only as a tribute but also as a gentle reminder of the strength and resilience of the American people. In a world where advertising often focuses on selling products and grabbing attention, Budweiser demonstrated that sometimes the most powerful message a company can deliver is one of respect and remembrance.

This beautiful and moving commercial deserves to be seen by as many people as possible. It’s a reminder that while time moves forward, there are events and people that should always be remembered. Sharing this ad with your friends and family is one small way to honor the memory of those who were lost and to reflect on the strength that America showed in the aftermath of such an unimaginable tragedy. It’s a moment of quiet reflection that touches the heart and reminds us all: we must never forget.