Every year, millions of viewers eagerly await the Super Bowl — not just for the high-stakes football action, but also for the commercials. Among the many memorable ads to grace the event, Budweiser’s commercial featuring 3D horses galloping to Queen’s “We Will Rock You” stands out as a stunning marriage of cutting-edge technology, brand tradition, and pop culture resonance. With a perfect blend of nostalgia, innovation, and sheer spectacle, Budweiser once again cemented its reputation for creating iconic moments in advertising history.
A Legacy of Greatness
Budweiser’s association with the Super Bowl is long and storied. For decades, the beer giant has used this platform to showcase emotionally resonant and visually impressive commercials, often starring their famous Clydesdales. The Clydesdales are more than just horses; they are symbols of American strength, heritage, and pride. With their elegant stride and majestic presence, they evoke a deep emotional connection with audiences.
Over time, Budweiser’s Super Bowl ads evolved from sentimental narratives into technical showcases, keeping pace with changing viewer expectations. The 3D horses commercial represents one of these major evolutionary steps: a breathtaking leap into new visual realms while honoring tradition.
The 3D Innovation
The Budweiser 3D commercial marked one of the first times a brand employed three-dimensional technology in a Super Bowl ad. This decision wasn’t just about flashiness — it was a strategic move to immerse audiences in a way they had never experienced before.
Leading up to the Super Bowl, millions of special 3D glasses were distributed through major retailers like grocery stores and convenience shops. There was an air of excitement and curiosity: not only would there be a football spectacle, but audiences would also get a rare opportunity to experience 3D from the comfort of their living rooms.
When the commercial aired, viewers slipped on their glasses and were immediately pulled into an electrifying scene: Budweiser’s beloved Clydesdales thundered across the screen, kicking up dust and charging toward the camera. The power, energy, and grandeur of the horses were magnified by the depth and realism provided by the 3D technology. You could almost feel the ground shake under their mighty hooves.
The 3D effect wasn’t just a gimmick; it served the story, amplifying the raw power and majesty of these iconic horses. Every gallop, toss of the mane, and cloud of dirt felt immediate and visceral. It was a brilliant execution of technology in service of emotion — a hallmark of truly great advertising.
The Soundtrack: “We Will Rock You”
Pairing the imagery of galloping Clydesdales with Queen’s “We Will Rock You” was a masterstroke. The song itself is an anthem of strength, unity, and unstoppable momentum. The stomping beat and clapping hands of the song mirror the pounding hooves of the horses, creating a rhythmic synergy between audio and visual elements.
“We Will Rock You” is an iconic song known across generations and cultures. By using this anthem, Budweiser tapped into a shared cultural experience that resonated deeply with the Super Bowl’s diverse and massive audience.
As the horses moved in sync with the pounding beat, the emotional impact grew stronger. It was as if the entire earth was moving along with them. The visual of the powerful Clydesdales and the driving force of Queen’s anthem created a visceral, almost tribal energy — a celebration of raw power, tradition, and communal spirit, all at once.
Visual Storytelling at Its Finest
The commercial’s success wasn’t merely due to its use of 3D or a classic rock song. At its core, it was a triumph of visual storytelling. Without dialogue, exposition, or overt branding, the narrative was clear: strength, tradition, and unity are unstoppable forces.
Budweiser cleverly allowed the audience to project their own feelings onto the imagery. The Clydesdales weren’t just horses; they became metaphors for teamwork, perseverance, and pride — qualities every Super Bowl viewer could admire and aspire to.
The pacing was also masterfully handled. It started with a quiet, almost reverent scene of horses gathering strength, then built momentum, culminating in an explosive charge that left viewers exhilarated. The 3D effects emphasized key moments: dust flying out of the screen, hooves reaching toward the audience, the ripple of muscle under powerful bodies. Every frame was crafted for maximum impact.
Brand Alignment: Tradition Meets Innovation
One of the key challenges in advertising is introducing innovation without alienating loyal customers. Budweiser pulled this off perfectly.
The Clydesdales symbolized the brand’s longstanding commitment to quality, tradition, and Americana. Meanwhile, the use of 3D technology and a modern rock anthem demonstrated that Budweiser was willing to embrace the future and evolve with the times.
This delicate balance — honoring the past while looking boldly into the future — mirrored the journey of the Super Bowl itself, an event that is deeply rooted in tradition yet constantly reinventing its spectacle for new generations.
Cultural Impact
After the commercial aired, it became an instant talking point. Social media lit up with reactions. News outlets and advertising critics praised it as one of the standout ads of the Super Bowl.
Viewers admired not just the technical innovation, but also the emotional resonance. Many cited it as an ad that gave them “chills” — a rare feat for any commercial.
The commercial also had a lasting influence on how brands approached Super Bowl advertising. It set a new bar for integrating emerging technologies like 3D and later paved the way for more experimental ads involving virtual reality (VR) and augmented reality (AR).
Moreover, it strengthened Budweiser’s reputation as a brand that could surprise and delight, without losing its soul.
Behind the Scenes
Creating the 3D experience was no small feat. Budweiser partnered with top-tier production houses and technology experts to choreograph and capture the Clydesdales in a way that would work with 3D filming constraints.
Special rigs were built to shoot the horses in three dimensions, and post-production teams worked meticulously to enhance the depth and realism without causing viewer discomfort (a common challenge with early 3D).
Extensive testing went into ensuring that the 3D glasses would be widely available and easy to use — another example of Budweiser’s commitment to giving their audience a flawless experience.
Even the selection of “We Will Rock You” was strategic. Licensing music for a major ad is expensive and complex, but Budweiser recognized that only a song of that caliber could match the ambition of their visual storytelling.
Lasting Legacy
Today, the Budweiser 3D horses commercial is remembered as a landmark moment in Super Bowl advertising. It combined the old and the new in a way that felt authentic, exhilarating, and completely unforgettable.
It demonstrated that innovation isn’t just about novelty — it’s about amplifying emotional truth. It proved that even in a hyper-modern, fast-moving world, timeless symbols like the Clydesdales, when paired with powerful music and groundbreaking technology, could still move millions.
Most importantly, it reinforced a timeless truth: when brand storytelling connects to deep, universal emotions — strength, pride, unity — it transcends trends and becomes something enduring.
Budweiser’s 3D Super Bowl commercial wasn’t just an ad. It was an experience — one that galloped straight into the hearts of viewers and made them feel, for a few thrilling moments, utterly unstoppable.
