Pulling their weight: Budweiser's Clydesdale holiday ad re-do

Last week, just before Thanksgiving, much was made of a Wall Street Journal article claiming Budweiser was "unhitching the Clydesdales." It went on to say the brewer "won't trot out the traditional Budweiser Clydesdales for this ear's holiday advertising." That was big news.

I must admit to reading the article with a touch of sadness. Ads in the mold of the one below--full of warm emotional tugs--always seemed to me like a reasonable "Christmas card" from  Budweiser. I was happy to see them year after year, if only for a week or two during the holidays. They made drinkers, retailers and wholesalers feel good about the brand. A nice touch at year's end.

But now all this was coming to an end?

Not so, it turns out.

Imagine my relief when I visited the Budweiser website and discovered the esteemed Journal got it almost completely wrong. The Clydesdales weren't being unhitched. The brand's holiday message would still feature them, arguably in a way that makes for better advertising.

Take a look...

Using the iconic horse-drawn beer wagon as a surprise "lift home" in a commercial unveiling Budweiser's holiday promotion to provide free rides to drinkers via the "Lyft" ride-share service, is clever and effective. It not only makes you feel good, it offers a distinctive and appealing promotion. Not just a holiday card, a holiday gift!

Nice, Budweiser. Very nice.

(We'll be waiting for the Wall Street Journal "correction.")

---