The 60-second “American Icons” commercial for Super Bowl LX weaves together instantly recognizable national symbols with the soul-stirring sound of classic Southern rock, creating a spot that feels less like an ad and more like a tribute to enduring American identity.
Budweiser has unveiled its new Super Bowl LX commercial, “American Icons”, as part of the brewing company’s 150th anniversary celebrations.
The spot signals Budweiser’s full return to the kind of classic Super Bowl advertising that helped define the brand for generations. The new ad is part of the “Made of America” campaign, a tribute to the brewery’s workers and the people behind the brand’s legacy.
For more over five decades, Budweiser’s Super Bowl commercials have delivered everything from iconic characters to emotional storytelling, becoming a staple of game day culture.
This year’s ad leans into that heritage, bringing back the legendary Budweiser Clydesdale horses for their 48th national Super Bowl appearance.
Starring a Clydesdale and a bald eagle — cared for by the American Eagle Foundation with permission from the U.S. Fish and Wildlife Service — “American Icons” tells the story of an unbreakable friendship that symbolizes Budweiser’s deep connection to the United States.
In a press release, Budweiser’s senior vice president of marketing, Todd Allen, explained: “As we celebrate Budweiser’s 150th anniversary and America’s 250th birthday, we knew we had to rise to the occasion in a way only Budweiser can. ‘American Icons’ brings our heritage to life through powerful storytelling with the Budweiser Clydesdales and an American Bald Eagle. This year’s spot will leave fans awestruck and proud to enjoy a Budweiser as they celebrate our shared milestone moments.”
Budweiser teamed up once again with Oscar-nominated filmmaker and Emmy-winning commercial director Henry-Alex Rubin, marking their third consecutive collaboration.
The 60‑second spot will air nationwide during Super Bowl LX, and will also appear across Budweiser’s social media channels and YouTube.
Swamp rock soundtrack
“American Icons” opens with a young Clydesdale peering out from its stable. The curious colt steps outside to explore and spots a small bird. It approaches, but pulls back as “Free Bird”, the 1974 hit for legendary southern rock group Lynyrd Skynyrd begins to play, while the bird watches longingly.
As a storm rolls in, the colt returns and stands beside the bird, shielding it from the rain — the moment their lifelong friendship begins. A montage follows, showing the two growing up side by side.
One day, the bird lands on the Clydesdale’s back, flapping its wings in an attempt to take flight with the horse’s help. Despite the effort, it still can’t quite lift off.
“Free as a bird now”
As the “Free Bird” reaches its crescendo, the Clydesdale matures into a powerful adult. In a triumphant moment, it leaps over a fallen log with newfound confidence and strength. Behind it, a massive wingspan suddenly fills the frame as an American bald eagle finally soars high into the sky.