Budweiser Clydesdale American Dream experience

Budweiser’s 2006 Super Bowl TV ad, “Clydesdale American Dream”, has been nominated for Most Outstanding Commercial in the 2006 Emmy Awards. The beer, touted by Anheuser-Busch as part of the American dream, was also the official beer of the FIFA World Cup. I’d be curious to hear how American viewers perceive the Clydesdale story representing the American Dream. A clydesdale foal runs into the barn and places its neck into the yoke, ready to pull the wagon. A dalmatian dog takes a look as the foal stamps its foot, struggling to rock the wagon forward. At the other entrance to the shed two adult clydesdales watch with interest. The music swells as the foal tows the wagon out of the shed into the open. We see the two adults pushing the cart with their heads. A man sits with the dalmatian and says, “I won’t tell if you won’t”.

Budweiser American Dream


Budweiser American Dream

Budweiser American Dream

Credits

The Budweiser Clydesdale American Dream TV campaign was developed at advertising agency DDB Chicago by creative director John Hayes, creative director and art director Steve Bougdanos, creative director and copywriter Patrick Knoll, with agency producer Kate Hildebrant. Other DDB credits include chief creative officer Bob Scarpelli and group creative director Barry Burdiak.

Joe Pytka, director and director of photography, worked Venice-based Pytka Productions team executive producer Tara Fitzpatrick and producer Linda Masse. The Clydesdale spot shows the mastery of Joe Pytka, particularly in the use of dark and light. Note the light shining down through the roof as the horses pull the wagon out the door.

Animation and visual effects were develped at Digital Domain, by senior VP of production/executive producer Ed Ulbrich, visual effects supervisor Jonny Hicks, VFX producer Mike Hanley, VFX Coordinator Shelby Wong, Flame artists Marguerite Cargill, David Crawford and Ali Laventhol.

Editing was done by Matthew Wood, Grant Gustafson and Jacob Kuehl with producer Joni Wright at Whitehouse Post.

Music and sound design were done at Elias Arts. Audio was mixed at Lime Studios.

  • dunbar healy

    The American Dream ad for Budweiser is perverse in its transparent message of encouraging youngsters to try things before their time–in this case having minors go out and drink before they are legally allowed to—-the old man saying “I won’t tell if you won’t” punctuates this loudly

    It is much like the tobacco industry marketing to kids with cartoon–yet much more subtle and slick—even nominated for an Emmy

    IT IS DISGUSTING in its goal and all those involved with it should be ashamed

    The ad would be laudable but for the product it is promoting—something which cannot be marketed to thoise who are not ready for it

    SHAME ON IT

    • Christine and José

      Dunbar? Are you the Dunbar who was living in Spain in 1984?

      • dunbar

        Hola Christine y Jose
        Yes i am that Dunbar! I shared the apatment with you.
        Estais casados ya?
        Come me alegre que estais juntos todavia y leer su pregunta.

  • Heather Hughes

    I think the person who sent the response is perverse; to interpret that message into a light heartwarming story of a child “foal” wanting to grow up and be “just like Dad”.
    Best commercial since the Jello baby tried a spoon!!!!!
    I loved it.

  • Dave Sherpey

    Horses!!…like father,like son…the dream to pull the wagon like dad (not neccessarily drink the beer).
    If you can’t see the dream in this ad…then you need to get out more often…more than that, go visit a horse farm. oh, by the way….i happen to own horses
    myself.

  • Sandie

    Does anyone know where I can download the little Clydesdale foal, who tries to haul the beer wagon

  • Det. Allie Wayne

    I raise Clydesdales, train and sell hopefully to Budweiser. Where does this person get off saying that a colt is conditioning her son/other children to drink beer before their time? I have watched this commerical at least 100 times, did any of you see that colt pick up a beer and drink it? I certainly didnt! It is a heart-warming story of a young colt wanting to grow up strong and beautiful as his parents and pull a wagon. PERIOD. If you think that is perverse then OMG dont watch Britney Spears, Paris Hilton or any of that!!!! They will be doing CPR on you. Get real lady!
    I’m a cop and don’t see a thing wrong with this commerical for kids! Get a life, relax, maybe you should pick up a bud……

  • http://www.redhatsandpurplechaps.com Jane howard

    I loved this commercial and have also watched it many times as have all the 150 or so gals in my riding group. (Red Hats and Purple Chaps). I only wish we could afford this group of artist to make an ad for us, so we could get a sponsor and realize our dreams.

  • Dunbar

    Wrong. Look at the product being sold by the ad…..alcohol. Explicitly implicit is the message that it is okay for children to try alcohol before they are allowed. Does anybody realty think Budweiser/Anheuser Busch is simply putting out a Feel good story …Of course not! They are trying to sell alcohol!…nothing less. Come on people..wake up!