Budweiser 9/11 Tribute

Marketers may be hesitant to market around a tragedy, but that won't stop them.

As 9/11 comes around this year, Budweiser decided to post a "tribute" advertisement on youtube today September 10, which they will be airing tomorrow during a football game, "On Saturday, during a break in an afternoon football game, Budweiser will mark the 20th anniversary of the 9/11 terrorist attacks with a commercial showing a team of eight Clydesdale horses pulling a red Budweiser-branded wagon across the Brooklyn Bridge and down a cobblestone street of Lower Manhattan. In the final image, the lead horses, standing on the grass of Liberty State Park in Jersey City, N.J., lower their heads before the city skyline, where the Tribute in Light installation is visible against the twilight sky. The 60-second commercial, which appeared on YouTube on Friday, is an updated version of Budweiser’s “Respect” ad, which first ran during the 2002 Super Bowl, five months after the attacks. The company released that commercial again on the 10th anniversary, in 2011." (Hsu, 2021)


While it is a risky move to market around a tragedy as large as 9/11 was, it is a perfect opportunity for marketers to get their brand into the light and show that they care, are respectful, and do not forget. I think this was a power move on Budweiser's part, as they are getting the emotions related to 9/11 and viewers are connecting that feeling with a friendly feeling towards the brand of Budweiser, and not even on purpose. 

I think many companies can take notes from Budweiser, that there is a way to be respectful and still grab the bull by the horns and market to that same group of people affected by the tragedy. 


Hsu, T. (2021, September 10). Budweiser pays tribute to 9/11 with an Updated commercial. The New York Times. Retrieved September 10, 2021, from https://www.nytimes.com/2021/09/10/business/media/budweiser-9-11-advertising.html. 


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