Budweiser’s 2002 Super Bowl Tribute Returns for 9/11’s 25th Anniversary
Anheuser-Busch is airing its iconic 2002 'Clydesdale Respect' commercial for a fourth time on September 11, 2026, to mark the 25th anniversary of the 9/11 attacks. The spot, which debuted during Super Bowl XXXVI, features the company's horses walking through New York City and bowing at the World Trade Center site. It is being broadcast during a New York Mets versus Yankees game in partnership with the Tunnel to Towers Foundation.
Key points
- The commercial will air on September 11, 2026, during a New York Mets versus Yankees baseball game.
- This marks the fourth time the tribute has been broadcast, following its 2002 debut and anniversaries in 2011 and 2021.
- Anheuser-Busch is partnering with the Tunnel to Towers Foundation for the airing.
- The original 2002 spot aired only once, during Super Bowl XXXVI, and contained no voice-over or jingle.
- The commercial features a Clydesdale named Ringo bowing at the empty space where the World Trade Center stood.
Background
The original 'Clydesdale Respect' commercial aired on February 3, 2002, less than five months after the September 11 attacks. It was filmed in Lower Manhattan with permission from Congress and Mayor Rudy Giuliani. Anheuser-Busch has previously released updated versions of the tribute for the 10th and 20th anniversaries, with the 2021 version showing the Freedom Tower in the background.
How outlets are covering it
Country Thang Daily emphasizes the emotional impact and the logistical challenges of filming the original spot, noting that Anheuser-Busch never publicly explained why it was pulled after one airing. Spectrum Local News focuses on the current 25th-anniversary partnership with the Tunnel to Towers Foundation, highlighting the company's support for first responders' families. Q106.5 reflects on the commercial's enduring emotional resonance, noting that while the original aired only once, updated versions have been broadcast on subsequent anniversaries.
Why it matters
The commercial remains a significant cultural touchstone for 9/11 remembrance, demonstrating how corporate advertising can serve as a national tribute. Its return for the 25th anniversary underscores the continued relevance of the event and the role of private companies in supporting memorial efforts.
What to watch
The commercial will be available online on the social media pages of the Tunnel to Towers Foundation and Anheuser-Busch. Anheuser-Busch has also indicated ongoing support for the foundation's housing assistance programs for first responders and their families.
- Budweiser's 9/11 Tribute Aired Once During the 2002 Super Bowl and People Still Remember It Country Thang Daily
- Budweiser’s iconic 9/11 Super Bowl ad almost didn’t happen FOX 2
- Anheuser-Busch commercial to air for fourth time in 25+ years spectrumlocalnews.com
- How A Single Clydesdale Commercial Became America's Quiet Memorial After September 11 Q106.5
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