During the 2002 Super Bowl, the Anheuser-Busch brewing company aired a commercial that payed homage to the victims of 9/11.
The tribute featured the iconic Budweiser Clydesdales traversing the Brooklyn Bridge en route to Battery Park, where they bowed under the New York City skyline that had been forever altered just months prior.
Significantly more effort went into the creation and release of the TV spot then what normally goes into advertisements.
Anheuser-Busch went to great lengths in order to ensure that the gripping tribute was not done in poor taste. The world-famous beer company obtained approval from members of Congress and then-New York City Mayor Rudy Giuliani before airing the piece, according to Rare News.
Moreover, despite Anheuser-Busch’s status as one of the biggest brewing companies in the nation, the tribute only aired once for television audiences in order to ensure no profits were made off the 9/11 tragedy.
In 2016, Anheuser-Busch vice president of marketing Jorn Socquet detailed the thinking behind the tribute.
“With this tribute, we wanted to respectfully honor those affected by the events of September 11th,” Socquet told Business Insider in an email. “While the original ad aired just once, the Budweiser Clydesdales delivered our sentiments in a moving way that continues to resonate.”
Though the tribute only aired once on television, the clip has achieved immortality thanks to the Internet.
The video recently re-emerged on social media as a vehicle for social media users to express their condolences as the country remembers the 16th anniversary of the 9/11 terror attacks.
9/11 Budweiser Commercial – AIRED ONLY ONCE https://t.co/I5Y6DzopSa
— BCo Breaking News (@BCObreakingnews) September 11, 2017
— smithsk (@smithsk) September 11, 2017
— G🅾️🅿️Gℹ️RL™ (@GOPGossipGirl) September 11, 2017
The tribute has amassed tens of millions of views on YouTube.
In 2011, an updated version of the commercial was released on the ten-year anniversary of the tragedy. The revamped version fades to a black screen, revealing the phrase: “We’ll never forget.”
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source: Western Journalism