The Budweiser Clydesdales are one of the most recognizable advertising icons in the world, and few commercials capture their grandeur and emotional resonance quite like “Here Comes the King,” composed by CK Sussman. Over the years, the Budweiser Clydesdales have become synonymous with elegance, tradition, and American culture, appearing in numerous heartwarming and nostalgic commercials that have left a lasting impact on audiences. Among the most memorable and beloved of these is the “Here Comes the King” campaign, which became an instant classic and solidified the legacy of both Budweiser and its magnificent Clydesdales.
The Legacy of the Budweiser Clydesdales
Before delving into the specific commercial, it is important to understand the significance of the Budweiser Clydesdales. First introduced by Anheuser-Busch in 1933 to celebrate the repeal of Prohibition, the Clydesdales quickly became a symbol of strength, grace, and quality. Over the decades, they have appeared in various promotional materials, parades, and commercials, each reinforcing the iconic status of Budweiser.
These magnificent horses, known for their striking white markings, feathered hooves, and powerful build, have been meticulously bred and trained to perform in public events and commercials. Their appearances, whether in Super Bowl ads, holiday campaigns, or special events, consistently evoke deep emotions of nostalgia, patriotism, and admiration.
The Creation of “Here Comes the King”
One of the most iconic Clydesdale commercials, “Here Comes the King,” was set to the rousing and unforgettable tune composed by CK Sussman. The piece became an anthem for Budweiser, played in many of its advertising campaigns and even at sporting events. The composition, with its regal and triumphant brass-driven melody, perfectly complements the grandeur of the Clydesdales as they parade across the screen.
CK Sussman’s work on this commercial was instrumental in crafting an ad that exuded both tradition and celebration. The music itself became a rallying cry for beer lovers and Budweiser enthusiasts, cementing the brand’s presence in American pop culture. Over time, the tune became as synonymous with Budweiser as the famous red label and signature script.
The Impact of “Here Comes the King”
The “Here Comes the King” commercial captivated audiences with its stunning cinematography, majestic horses, and triumphant soundtrack. The combination of these elements created an emotional and sensory experience that left a lasting impression on viewers. The sight of the Clydesdales marching proudly through scenic landscapes, often accompanied by the iconic Budweiser wagon, evoked a deep sense of nostalgia and appreciation for timeless traditions.
The commercial resonated particularly well with American audiences, reinforcing the idea of Budweiser as the “King of Beers.” It became a staple in holiday advertising, sporting events, and special promotions, reinforcing its association with celebration and togetherness.
Memorable Scenes and Storytelling
One of the defining aspects of “Here Comes the King” was its masterful storytelling. The commercial typically opened with a breathtaking landscape shot, followed by the slow and deliberate march of the Clydesdales. As the triumphant music swelled, the horses moved in perfect synchronization, their powerful strides exuding confidence and dignity. The imagery often featured classic American settings, from snowy villages to rolling fields, further emphasizing the brand’s deep-rooted connection to tradition and craftsmanship.
Another key element was the use of the Budweiser wagon, a symbol of heritage and quality. The sight of the Clydesdales pulling the red, gold-trimmed wagon adorned with barrels of Budweiser beer reinforced the brand’s longstanding commitment to excellence. The commercial often culminated in a moment of celebration, with crowds cheering or a final, sweeping shot of the Clydesdales moving into the horizon, leaving viewers with a sense of pride and admiration.
Cultural and Emotional Impact
The “Here Comes the King” commercial is more than just an advertisement; it is a piece of Americana. Its ability to evoke powerful emotions, from nostalgia to national pride, has made it one of the most enduring commercials in advertising history. The Budweiser Clydesdales, as showcased in this campaign, symbolize a bygone era of craftsmanship, dedication, and authenticity—values that continue to resonate with audiences today.
Moreover, the commercial’s soundtrack became an anthem for Budweiser fans, played at stadiums, concerts, and even personal celebrations. The deep emotional connection fostered by the combination of visuals and music ensured that “Here Comes the King” would remain etched in the memories of viewers for generations.
Evolution and Enduring Popularity
Despite changes in advertising trends, “Here Comes the King” continues to be a reference point for excellence in commercial storytelling. Over the years, Budweiser has adapted its Clydesdale campaigns to include more modern themes while maintaining the essence of what made the original commercial so impactful.
Newer Budweiser Clydesdale commercials have incorporated contemporary narratives, including heartwarming stories of friendship, perseverance, and unity. However, many still pay homage to the original campaign, ensuring that the legacy of “Here Comes the King” lives on.
Conclusion
“Here Comes the King” by CK Sussman is a testament to the power of music, imagery, and storytelling in advertising. The commercial’s ability to blend tradition with emotion has made it one of the most beloved Budweiser advertisements of all time. The Budweiser Clydesdales, marching proudly to the triumphant melody, have become enduring symbols of excellence and heritage, captivating audiences for decades.
As advertising continues to evolve, the impact of “Here Comes the King” serves as a reminder of the timeless appeal of strong, emotionally driven campaigns. The Budweiser Clydesdales remain icons in the world of advertising, and their legacy, forged through commercials like this one, will undoubtedly continue for generations to come.
