Budweiser ran a heartfelt tribute to Sept. 11, 2001, in an ad during Super Bowl XXXVI on Feb. 3, 2002, and then never ran it again (video below).
In the video, the famous Budweiser Clydesdale horses trot across the snowy countryside and cross the Brooklyn Bridge.
The horses stop in Battery Park, which is covered with snow. They stare at the striking Manhattan skyline, recently devoid of the iconic World Trade Center twin towers, and they bow.
The ad only aired once, not because it was controversial, but because Anheuser-Busch did not want to profit from it, Huffington Post reports. The company simply wanted to pay tribute to the victims of that fateful day, and apparently they worked tirelessly to make it happen.
"We filmed in New York City," said Anheuser-Busch Global Creative's former executive vice president Bob Lachky, who called the commercial a "risk," according to The Blaze.
“We had a helicopter going over the Brooklyn Bridge,” he added. “Mayor Giuliani let us into the city … the only film company of any sort right after 9/11 to actually come into air space with our helicopter to film the Clydesdales … the hitch coming into Battery Park and it was amazing, just amazing.”
Since the horrific event happened only a few months before they filmed the commercial, 9/11 was at the forefront of everyone's mind.
“The police were very, very nervous about everything that was going on in the city at that time,” Lachky said.
On the 10th anniversary in 2011, Budweiser updated the ad to show the horses bow on grass before the Manhattan skyline featuring the newly-constructed Freedom Tower.
“We feel our 9/11 Clydesdales tribute ad is very special,” Paul Chibe, former VP of marketing at Anheuser-Busch, said in a statement regarding the 2011 commercial. “We were proud to re-air the spot on Sunday, the 10th anniversary, as a way to help raise awareness of the fundraising campaign for the National September 11 Memorial & Museum. The subtle changes in the ad were intended to reflect the passing of time, and the most important point, that we should never forget those lost and affected by 9/11.”