ST. LOUIS / NEW YORK — It is the debate currently ‘fracturing’ the internet as Super Bowl LX approaches.
While the 2026 Budweiser commercial—the ‘lavish’ and ‘patriotic’ “American Icons” featuring a bald eagle and a baby Clydesdale—is already being hailed as a ‘modern classic,’ a ‘furore’ has erupted among fans who claim the crown already belongs to a ‘ghost’ from the past.
The 9/11 Anheuser-Busch tribute, which aired exactly once during Super Bowl XXXVI on February 3, 2002, is being rediscovered by a new generation of viewers—and the reaction is nothing short of ‘harrowing.’
“I thought the ‘Free Bird’ ad was the peak until I saw the 2002 original,” one distraught fan wrote on X (formerly Twitter). “300 million people didn’t just watch it; they felt it. It’s the only time a beer commercial has felt like a prayer.”
A ‘Silent’ Masterpiece In A Loud World
Unlike the ‘glamorous’ and high-energy ads of 2026, the 2002 tribute—directed by a young Zack Snyder—was stripped of all commercialism. There were no actors, no dialogue, and most importantly, no mention of beer.
The ‘chilling’ footage followed the Clydesdales as they travelled from their Missouri barn, through the snow-dusted countryside, and across the Brooklyn Bridge. The climax—where the horses drop to their knees to bow toward the decimated Manhattan skyline—was a moment of ‘divine’ timing that required unprecedented permission from Mayor Rudy Giuliani for helicopter airspace.
SIDEBAR: THE BATTLE OF THE BUDWEISER GIANTS
| Feature | The 9/11 Tribute (2002) | American Icons (2026) |
| Theme | ‘Respect’ & Mourning | ‘Legacy’ & 150th Birthday |
| Co-Star | The NYC Skyline | A Bald Eagle |
| Music | Sombre Orchestral | ‘Free Bird’ (Lynyrd Skynyrd) |
| Airing | ONCE (to avoid profit) | National Rotation |
| Emotional Impact | ‘Harrowing’ & Silent | ‘Incandescent’ & Patriotic |
‘They Refused To Profit From Our Pain’
What makes the 2002 ad ‘Top 1’ for many is the ‘brave’ decision by Anheuser-Busch to never air it again. Fearing that repeated viewings would look like they were ‘capitalising’ on a national tragedy, the company put the footage into a ‘sacred’ vault, only briefly remastering it for the 10th and 20th anniversaries.
“It was a masterclass in restraint,” says one marketing expert. “In 2026, we have high-gloss CGI and ‘Free Bird’ guitar solos, but back then, we just had the sound of horse hooves in the snow. It was a reckoning for the American soul.”
As the world prepares for the Seahawks vs. Patriots showdown next week, the 2026 ad remains a ‘spectacular’ tribute to the nation’s 250th birthday—but for those who remember the ‘quiet bow’ of 2002, some things are simply too ‘holy’ to ever be surpassed.
Which one makes YOU more emotional? The eagle taking flight to ‘Free Bird’ or the horses bowing in the snow? Let us know in the comments below!
