Budweiser's 9/11 Tribute Aired Once During the 2002 Super Bowl and People Still Remember It

Key Points:

• On February 3, 2002, during Super Bowl XXXVI, Anheuser-Busch aired a silent tribute commercial featuring Clydesdales walking through New York City and bowing toward the former World Trade Center site, with the words "We'll never forget" appearing at the end.
• The commercial aired less than five months after the September 11 attacks, at a time when the country was still grappling with the tragedy, and it notably contained no voice-over or branding until the final seconds.
• The ad, titled "Clydesdale Respect," was only broadcast once and then pulled, with the company stating the intention was to honor victims respectfully rather than promote beer.
• Filming required special permissions from Congress, the New York City Mayor’s Office, and involved aerial shots over a city still under tight security, including approval from Mayor Rudy Giuliani.
• The horse that performed the bow, named Ringo, was specially trained for the commercial, highlighting the extensive preparation behind the tribute; a similar version was released for the 20th anniversary in 2021.