Budweiser has unveiled a new commercial titled 'American Icons' in anticipation of the 2026 Super Bowl, marking the brand's 150th anniversary with a highly patriotic theme. The advertisement showcases a heartwarming narrative of a developing friendship between a Clydesdale horse and a bald eagle, culminating in the brand's iconic patriotic slogan. This release has garnered significant attention and applause from viewers, with many hailing it as one of Budweiser's best and most patriotic commercials in recent years.
Reaction to the New Campaign
The commercial has been met with widespread praise across social media and entertainment circles, with fans describing it as a return to Budweiser's traditional American roots. Viewers have expressed admiration for the emotional storytelling and symbolic imagery, which they say resonates deeply with national pride. This positive reception stands in stark contrast to the brand's recent history, highlighting a strategic shift in marketing approach.
Background of the Controversy
This new campaign follows a significant period of backlash that Budweiser faced three years ago, in 2023, when the brand partnered with transgender influencer Dylan Mulvaney. The collaboration sparked widespread controversy and criticism from certain segments of the public, leading to a notable decline in brand perception. Mulvaney later accused Budweiser of failing to publicly support her during the ensuing uproar, stating that the brand's lack of backing had severe repercussions for the LGBT+ community and damaged trust.
Strategic Implications
Analysts suggest that the 'American Icons' ad represents a deliberate move by Budweiser to reconnect with its core audience and rebuild its image after the divisive Mulvaney partnership. By focusing on classic American symbols and values, the brand aims to appeal to a broader demographic and mitigate past controversies. The commercial's timing ahead of the Super Bowl, a major cultural event in the United States, is seen as a strategic effort to maximise visibility and positive engagement.
In summary, Budweiser's latest Super Bowl advertisement has been celebrated for its patriotic appeal, marking a notable recovery from previous controversies and reinforcing the brand's commitment to American heritage.
