The Big Game Hall of Fame: Week 1

Budweiser Takes A Knee

On February 4, 2018, two NFL teams will come together on the biggest stage in sports to vie for football supremacy. The day after, the cream of advertising’s creative crop will convene in New York to declare one Super Bowl ad the best of the year and will proudly honor it with the 4th annual Super Clio.

To help set the stage, we are going to spend the next few weeks leading up to the big game highlighting the greatest Super Bowl ads of all time. Those pop culture touchstones that are still referenced today, and which helped cement football’s championship showcase as the most important date on the calendar for agencies and brands.

WEEK ONE: Budweiser “Respect”

Air Date: February 3, 2002

Super Bowl XXXVI (New England Patriots 20/St. Louis Rams 17)

Budweiser - Respect (2002, USA)

The game played just five months after the tragedy of 9/11 was one marked by sadness but also by a sense of triumph as a country slowly started to get back on its feet and enjoy one of its favorite pastimes again. Recognizing the weight of the occasion, Budweiser chose not to go irreverent or bombastic for its Super Bowl spot, and the effort was not lost on 2018 Super Clio juror Veronica Beach.

The global head of production and content for DAVID also admits to a special fondness for Budweiser’s famous “Frogs” spot, but it was “Respect” that stayed with her and influenced her own work. “I tend to be more attracted to emotional & Inspirational work, things that say a lot without always having to say anything at all,” says Beach.  “I’m not big on flashy, for me ‘Respect’ was everything. It was a time where Americans needed respect, they needed to have our brands and the companies and people that built this country pay tribute to that day. What Budweiser did was forget about sales, and they thought about Americans. For me that was everything. I still cry when I watch that spot. Never Forget…”


Meet the rest of the 2018 Super Clio Jury, right here.