As society grappled with the virus, Budweiser took action to support the American people every step of the way. When the conversation around COVID-19 shifted as vaccines became available, Budweiser made the gametime decision to forego its iconic in-game airtime in Super Bowl LVI and redirect funds toward vaccine education and awareness. This move started a year-long and multi-faceted campaign to overcome the challenge COVID-19 presented by championing the resilience of America at a time when many needed to be reminded how strong they were.

To accomplish this, the brand deployed a series of initiatives that empowered Americans with the knowledge that they could play a part in our recovery, and incentivized action to overcome various phases of the pandemic. The campaign culminated with the brand's triumphant return to the Super Bowl in celebration of progress and true American grit.

After a year of championing American bravery to communicate that together we could play a role in the nation’s recovery and encouraging ongoing resilience with various incentive programs including free beer for the vaccinated, Budweiser wanted to celebrate the American people’s progress towards recovery. Budweiser did so in 2022 with a majestic love letter to the country (in the form of a commercial spot), marking a triumphant return to the Super Bowl. We turned to the Clydesdales, a symbol of American pride and grit (an icon that’s offered comfort to America through times of strife) and Academy Award-winning director Chloe Zhao to direct Budweiser’s spot. Her unique take on Americana created a compelling backdrop to tell the story of an injured Clydesdale on its journey to recovery, an allegory for American resilience. With “A Clydesdale’s Journey,” we championed America’s fighting spirit as a turbulent chapter in our history finally closed.

Budweiser’s decision to skip the 2021 Super Bowl and redirect funds toward COVID-19 vaccine education and awareness grabbed people’s attention. The brand put its money behind its purpose with subsequent initiatives championing American resilience and empowering people with reminders of their unrelenting strength, and our ongoing support, during challenging times.

Messaging throughout the year-long resilience campaign celebrated the fighting spirit of America and provided a clear, empowering call-to-action to get vaccinated to effectively resonate with a general consumer audience.

To mark Budweiser’s triumphant Super Bowl return in 2022 and champion America’s resilience through the pandemic, we brought back Budweiser’s Clydesdales after two years in quarantine. To make sure our love letter was read by the masses, we conducted “interviews” with the Clydesdales for LA-based media, in the Super Bowl’s backyard. We also leaned into Chloe Zhao’s incredible storytelling, evocative of true American spirit, to communicate our renewed sense of strength.

For each chapter of this campaign we implemented exclusive or embargo pitching, depending on its nuances, to ensure coverage would land at launch.

We then conducted wide outreach to national, food and beverage, advertising, lifestyle and broadcast outlets to reach general consumers. Messaging was solidly grounded in three elements: a consumer call to action, brand action and unique creative.

To celebrate the resilience of America, Budweiser made its triumphant return to the big game by unveiling its love letter to America, “A Clydesdale’s Journey,” exclusively on TODAY. “Interviews” with Budweiser’s Clydesdales with local LA broadcast stations aired the week prior to Super Bowl LVI, and the icons were quickly celebrated as one of the best celebrities in a Super Bowl ad. Tailored outreach to entertainment publications leaned into Chloe Zhao’s creative interpretation of American resilience, and noted how her directorial style gave the spot an unmistakable sense of American grit.

Budweiser’s multimillion-dollar commitment to championing American resilience was a message that resonated with both media and consumers. Virtually every media outlet took notice, with coverage of our message resulting in more than 57 billion earned media impressions combined, as well as a proliferation of national and regional news outlets, around Budweiser’s recovery initiatives.

More importantly, Budweiser played a tangible role in catalyzing the country’s recovery, championing resilience and helping us return to “normal.” Budweiser’s Super Bowl LV (2021) initiative succeeded in changing public perception of the vaccines with a +3.2% increased likelihood to get vaccinated after consumers saw the digital spot released in the place of a traditional Super Bowl spot. Budweiser’s Independence Day film that celebrated progress toward vaccines boosted sentiment toward them; a survey by ACE Metrix of 528 people found that 24% of those who previously were undecided or skeptical about the vaccine were positively influenced by the campaigns.

And most recently, Budweiser’s Super Bowl return in 2022 with “A Clydesdale’s Journey” was positively received among an audience of Americans proud of the progress we’ve made as a country. This celebration of resilience has gone down in history as one of the brand’s best Super Bowl spots, for its timely response to the pandemic and powerful use of the brand’s iconic Clydesdales.

In short, Budweiser not only anticipated a better future -- it helped make it a reality.