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The Dalmatian and Clydesdale

Description

Budweiser begins their ad at a farmhouse in a midday set (Wiltshire). Two farmers are discussing which horse should be in their “hitch” team and have narrowed their final pick down to two Clydesdales; these Clydesdales are named ‘Thunder’ and ‘Hank’. The farmers decide to choose Thunder, and it walks over to join the team. A Dalmatian observes a farmer walk to a dismayed Hank, reassuring it. Sad piano music begins to play as the saddened Hank is confronted with a Dalmatian that gently barks at it, signaling a new friendship between the two. Later, the Dalmatian and Hank leave, and a patriotic trump tune is played as the two friends run along a path. The Dalmatian observes Hank’s training as Hank works to carry heavy loads in a torrential downpour. The Dalmatian then encouragingly barks at his friend as he attempts to push a rail car along the tracks. The quick transition between these scenes suggests that the two have been training for several days. It then shows Hank running tirelessly through the spring fields and then through snowy woods. A majestic shot of the Dalmatian and Hank running on the tracks is also shown. Hank then manages to push a large carriage along the tracks, establishing his progress in training with the Dalmatian. Following the training, the music stops and a scene after one year begins. One of the farmers that chose the hitch team turn around and sees a majestic Hank walking along the field to the sounds of heroic trumpets. The farmer smiles and welcomes Hank to the team, and the Dalmatian barks in a congratulatory manner. The final shot summarizes the entire ad as the Dalmatian “high-fives” Hank and the Budweiser’s logo is displayed.

Analysis

The ‘world view’ that this ad disseminates is that anything can be achieved with resilience. It promotes the American “can do” attitude between the Clydesdale and Dalmatian. It also represents the struggles that the company faced during their early beginnings. The Clydesdale has been an iconic animal throughout Budweiser’s history. Following the repeal of beer prohibition in the U.S., the company delivered a celebratory keg of beer, by a Clydesdale hitch, to then New York governor, Alfred Smith. The hitch also famously delivered a keg of beer to the White House (Jurga). The hitch then traveled across the U.S., establishing the Clydesdale as a symbol for the company. The repeal also brought “bright future” to Budweiser as they managed to expand their brewery (Jurga). In the context of the ad, Hank (the Clydesdale) represents the Budweiser spirit that did not get its chance in the hitch team. This plot element corresponds to the struggle for the company in the pre-probation era. However, after the determination of achieving that goal and not losing faith, Hank made it to the team. This moment reminds of Budweiser’s role in “lobbying for repeal” in 1933 (Diaz). In conclusion, the Clydesdale represents a major aspect of ‘the American dream’: striving with a given opportunity allows the best of goals to be achieved.

The effects for society if the message in this ad is adopted would be positive. It promotes an attitude of perseverance after failure. It represents the Dalmatian as a guiding figure that people need after they face failure. Moreover, it also creates a relationship between unrelated species. Hence, it appeals to the viewer’s sense of motivation whilst providing light entertainment.

Another important aspect to consider is the truthfulness with which the ad represents the American society. One of the underlying messages in this ad is that of diversity; different beings can help one another. This is shown by the friendship that develops between two unrelated species. It promotes the idea that if they can form friendships, then people of different ethnicities, classes, genders, and sexual orientations can also prosper together. This diversity has been the source of much of the U.S’s success because diverse backgrounds instigate “diverse ideas” (Smith). Furthermore, the fact that “about six-in-ten” U.S. adults believe that diversity makes the country “a better place to live in” shows that Americans believe in diversity and the benefits it brings (Fingerhut). However, the idea that this ad may promote the American society as not relinquishing despite setbacks may not be entirely true. All societies operate with a sense of pragmatism, and sometimes, quitting can be a better option than wasteful efforts. In summary, the ad displays the diversity element of the U.S. as truthful, but it may not be as truthful with the attitude of continuous perseverance.

The Budweiser commercial for the 2007 Super Bowl features their iconic Dalmatian and Clydesdale that promote perseverance after failure. This value relates to Budweiser’s own difficult history. It also promotes this attitude to its viewers and represents strength in diversity amongst the American people.

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