Welcome back, my caffeinated creatives!
Who would have thought that a baby horse could capture the hearts of millions and become the Super Bowl’s marketing MVP? Today we are swapping our coffee for a beer (in honor of great marketing of course!).
Here’s the scene: the iconic Budweiser Clydesdales—basically the all-star quarterbacks of the horse world—are getting ready for a big delivery. Then enters the star of the show, the baby horse. He’s eager, wide-eyed, and full of energy and excitement as his human approaches him and the other horses in the barn. The man tells the young horse, “You’re still too little buddy,” implying that the horse was too young to assist in the heavy job of pulling the wagon with all the kegs to town. Suddenly, its like you’ve been transported to the days when you were last picked in P.E. and you have all the feels for the poor little underdog (under-horse?).
But here’s where it really starts to pull at your heartstrings… The horse doesn’t give up. Nope, he uses everything at his disposal, including his little hooves and some help from Mother Nature, to save the day. After the wagon leaves the barn and a keg falls off the back, the mighty little horse takes it upon himself to make sure the keg gets to the bar in time.
And just when you start pulling out the Kleenex, the screen displays “Delivering since 1876,” and suddenly, we’re all wondering how we ended up teary-eyed over a horse delivering beer. This is a perfect example of emotional marketing done right—using a simple story of determination to connect with audiences and leave a lasting impression. It’s classic underdog storytelling, and it hits just the right note.
Watch the commercial here: https://www.youtube.com/watch?v=K0iKgJXy_gk
So, what makes this Super Bowl ad so dang effective? Let’s break it down.
Storytelling: The Heartstrings We All Love to Pull
At the core of Budweiser’s “First Delivery” ad is an emotional story. It’s simple but effective: an underdog foal overcoming a challenge. It’s like watching the underdog team come back in the fourth quarter to win the game. Everyone loves a rags-to-riches story—except, in this case, the “riches” are a beer keg, and the stakes are high because it’s Budweiser we’re talking about. But there’s a reason this commercial is heartwarming and memorable—because it makes you feel something. It taps into the universal themes of hard work, perseverance, and the moment when you finally prove your worth. Isn’t that the stuff we all secretly long for?
It’s like the foal’s journey mirrors our own hustle at work or life—put in the effort, and you’ll get the rewards. I mean, who doesn’t want to see the underdog win, especially when it comes to beer delivery?
Branding with Heart (and Hooves)
Let’s talk about branding… Budweiser has been mastering the art of emotional branding for years, and this ad is no exception. They know exactly what they’re doing. This commercial isn’t about just showcasing their product; it’s about creating an emotional connection with their audience. Budweiser isn’t trying to sell you beer; they’re selling the feeling of community, the triumph of the underdog, and the joy of celebration. That’s some next-level branding right there.
From the iconic Clydesdales to the “Delivering since 1876” tagline, Budweiser ties its long-standing legacy to a story of resilience. They’re telling you, “Hey, we’ve been around for over a century, and we know what it takes to deliver, both literally and figuratively.” It’s not just about a horse pulling a wagon—it’s about the tradition of the brand, passed down through generations, and how even in this fast-paced world, they’re still delivering the goods.
The Psychology of Emotional Appeal: We’re Suckers for Cute
Now, let’s get into the psychology of this commercial. The foal’s cuteness aside (seriously, who doesn’t love baby animals), the ad uses the classic emotional appeal to make us feel connected. Humans are hardwired to be drawn to cute animals—it’s why people watch videos of puppies on the internet instead of doing actual work. Budweiser taps into that love and creates an emotional bond between the viewer and the foal. The more you feel for the foal, the more likely you are to associate those warm feelings with the brand. And let’s be real, who wouldn’t want a drink of Budweiser after watching a baby horse deliver a keg with more style than we could ever hope for?
The UX of it all
Okay, I know we’ve been talking about horses, beer, and all sorts of adorable foal-related shenanigans, but let’s bring it back to UX. How does this commercial tie into UX design? I’m glad you asked because there’s a lot more here than just a cute horse pushing a keg.
The key lesson from the Budweiser ad is simplicity—and trust me, it’s more than just a buzzword. Every experienced UX designer knows that clear, streamlined experiences are the cornerstone of great design. In this commercial, the narrative is as simple as it gets. The foal faces a challenge, overcomes it, and delivers the keg—easy to understand, no fluff. It doesn’t need a complex backstory or fancy twists. It delivers exactly what it needs to with clarity and focus—just like a well-designed website or app should.
Now, let’s break this down and tie it into UX best practices:
- Clear Messaging and Focus: The story of the foal is straightforward, and so is the message. Budweiser doesn’t overcomplicate the point—it’s about perseverance, determination, and delivering results. When designing your product or digital experience, the message needs to be clear. There’s no room for confusion. If your users don’t know what to do next, or worse, why they should care, then you’ve lost them. A clear call to action (like the foal’s mission to deliver the keg) is exactly what keeps users engaged. UX design isn’t about throwing all the bells and whistles at your users—sometimes it’s about making the experience simple, straightforward, and intuitive.
- Flow and Consistency: In the commercial, the foal faces obstacles, but each challenge leads smoothly to the next step. The story has a natural flow, with each scene building on the previous one. As a user navigates your site, they should experience a similar flow. Navigation should be intuitive, and actions should feel natural. When designing a site or app, think about how each element works together to guide the user from point A to point B. Just like how the foal’s little hooves and clever thinking guides him through his task, your design should gently lead users through their experience, providing guidance and consistency every step of the way. If one element feels off or jarring, you risk disrupting that flow.
- Emotional Connection: This ad connects with viewers on an emotional level. We’re not just watching a horse deliver a keg; we’re watching an underdog overcome the odds. It’s relatable, heartwarming, and memorable. This kind of emotional connection is vital in UX as well. People don’t just interact with websites or apps—they form emotional connections with them. Whether it’s through personalized content, engaging visuals, or a seamless experience that makes users feel understood and valued, emotions play a huge part in user satisfaction. When users feel good about their experience, they’re more likely to return, just like how viewers of the ad might find themselves fondly remembering that determined foal.
- Simplicity Drives Engagement: You might be wondering how an ad with a horse (and beer) connects to digital experiences. Well, here’s the thing: simplicity drives engagement. The ad doesn’t bombard us with tons of features or unnecessary details; it sticks to the basics—foal, wagon, beer, delivery, and an epic finish. Similarly, if your digital experience is too cluttered or overwhelming, users will drop off faster than a fumbled pass. People are busy, and their time is valuable. Don’t make them search for what they need. Make it clear and easy for them to engage. Think of your website as a well-organized playbook—clear actions, simple navigation, and a promise of a reward at the end. This means minimal distractions, concise messaging, and a seamless experience that leads users toward their goal without confusion.
- The Power of Anticipation: What makes this commercial even more powerful is the anticipation. The foal isn’t just running around aimlessly; he’s on a mission, and we’re rooting for him every step of the way. Similarly, good UX design builds anticipation and excitement. Progress indicators, clear steps, and microinteractions all contribute to making the user feel like they’re part of something important. Whether they’re anticipating the next step in a sign-up process or eagerly waiting for a personalized recommendation, when users feel like their actions matter, they’ll stick around for the next big reveal—just like how the foal delivers that keg to cheers.
- Accessibility and Inclusivity: Budweiser made sure this commercial was universally appealing. It didn’t rely on complicated jargon or niche references—just a relatable, heartwarming story. Similarly, UX design should be inclusive. This means creating experiences that are accessible to all, whether they have different abilities, preferences, or devices. Making sure your website works for everyone ensures that no one gets left behind, just like how the foal’s journey isn’t about a horse’s size but determination and willpower. Accessible design is not just a nice-to-have—it’s a core part of building a successful user experience.
The commercial isn’t just a feel-good story with adorable animals. It’s a masterclass in simplicity, emotional storytelling, and engagement—all of which are key ingredients in creating an unforgettable user experience. So, what can we, as UX designers, learn from this? Make it clear, make it simple, make it emotional, and most importantly—make it memorable. Because in both marketing and design, the goal is the same: to deliver something that leaves a lasting impression.
Video Styling: Less is More (With a Dash of Magic)
Budweiser knows how to make a memorable visual statement. The cinematography is stunning, but it doesn’t overwhelm the message. It’s clean, focused, and lets the story speak for itself. The video is beautifully shot, with just enough nostalgic warmth to make you feel like you’re experiencing something timeless. And less is more in this case: no flashy effects, no unnecessary distractions. The story, the foal, and the simple message are enough. When you focus on the essentials and do them well, that’s when the magic happens—whether you’re designing an ad, a website, or a new app interface. Keep it direct, and emotive, and people will notice.
A Metaphor for All of Us
Let’s get a little deep here (don’t worry, we’ll come back up for air in a second). The baby horse is more than just a cute character—it’s a metaphor for anyone trying to prove themselves. It’s like when we’re all just starting something new, whether that’s a project, a new career, or even just trying to get our coffee orders correct at a new cafe. The foal’s journey represents the struggles we all face when we’re trying to prove our worth. But it’s not just about waiting for permission. It’s about going for it and doing the work. And when you do, you get rewarded (sometimes with a great cold beer).
The Caffeine Kick: The Stats Behind Emotional Connection and UX
Let’s talk about emotions—the secret sauce behind this commercial’s success and why it resonates with so many people. Whether it’s a baby horse proving its worth or a user navigating your website, emotional connection is everything when it comes to engagement. But don’t just take my word for it—let’s dive into the stats that back up the power of emotional engagement in UX.
- Emotionally connected customers are more than twice as valuable as highly satisfied customers. lydiant.ch This stat pretty much sums up why Budweiser’s Clydesdale ad worked so well. It wasn’t just about showing a cute baby horse—it was about creating an emotional connection with viewers. When people feel an emotional attachment to a brand or experience, they’re much more likely to become repeat customers. In UX terms, this translates into engaged users—people who don’t just use your site because they have to, but because they genuinely feel connected to it. Whether it’s through storytelling, seamless navigation, or personalized content, if you can make users feel something, they’ll stick around. They might even come back for more… just like how we’re all emotionally invested in that foal’s journey.
- Users are 5x more likely to engage with brands whose emotional content they find relatable. forbes.com Here’s where UX and emotional design really come into play. The foal’s determination to prove himself wasn’t just adorable—it was relatable. That’s the key. Users engage more when they can see themselves in your content. In the same way that we all cheered for the baby horse, your website should create moments that users can relate to, whether it’s a personalized greeting, a simple, fun interaction, or even just clear, intuitive design that makes the user feel like they’ve been taken care of. Just like we empathized with that foal’s struggle to “make the team,” users want to feel like they’re part of a brand’s story, not just its product.
- Good user experience increases customer satisfaction by 60%. business.adobe.com Think about it: a website with a solid UX isn’t just about making it functional—it’s about making users feel like their time and attention matter. When you give them an easy, seamless, and emotionally satisfying experience, they’ll not only be satisfied, they’ll be more likely to convert, engage, and, most importantly, come back. This is exactly why Budweiser’s ad won the hearts of millions. Sure, we all love a good beer ad, but the reason this one stood out is that it created a satisfying emotional payoff—something users (and viewers) could relate to and feel good about. A good UX design does the same: It’s satisfying, easy to use, and makes people want to return to your site or app over and over again.
What these stats tell us is that when it comes to UX, emotion is king. Whether you’re crafting a compelling Super Bowl ad or designing an interactive website, the key to engaging your audience is making them feel something. People connect with stories, they connect with brands, and they connect with experiences that make them feel good—and guess what? That’s what gets them to stick around. So next time you’re designing a user experience, think about how you can pull at their heartstrings, make them feel part of the journey, and watch your engagement soar. After all, who doesn’t love a good underdog story—especially when it’s accompanied by a frosty beer? Cheers to that, friends!
The Takeaway:
So, what can we take away from this ad? It’s about creating an emotional connection with your audience, telling a clear, simple story, and delivering a seamless experience that’s memorable for the right reasons. Whether it’s through heartwarming moments, a clever twist, or a Clydesdale delivering a keg, it’s all about resonating with your audience. The commercial ended up being The highest-rated Super Bowl ad of 2025, according to USA Today’s Ad Meter poll. And that, my caffeinated creatives, is the essence of great marketing.
What was your favorite Super Bowl 2025 commercial? Let me know in the comments if I should take a closer look at another ad that you thought was successful at catching and keeping your attention!
Now, if you’ll excuse me, I’m off to get a drink… maybe a Budweiser this time, just to show my appreciation for our little horse friend. Cheers!
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