The Clydesdales are back in the Anheuser-Busch Super Bowl commercial.
Released ahead of the game, the commercial has had over half a million views. I don’t think that is correct. I – myself – have watched it what feels like that many times. And I have cried every time and held my breath until the team, led by Olaf, gets safely to town.
I keep many of the past commercials on my homepage, to watch when I need a smile Snow Fight, Puppy Love, and Tribute to name a few. I often begin boot camps or video sessions with one of these commercials.
WHY? Because no one or no company can tell a story as well as BUD. And they do it in 60 seconds. I coach my clients to be able to tell their story in less time than they think they need!
The amazing chef and philanthropist Jose Andres says and writes on his menus, “I always say that I don’t believe I’m a chef. I try to be a storyteller.” There is strength
in documenting our stories: more clarity, more strength.
Think about what is NOT said in the commercials, nothing about price, cost, variety, or availability. It’s always a story told well.
Think about it: beer can make us laugh and cry.
Most people may never see a Clydesdale in real life yet they cheer these massive horses and even the donkey who tries to be like them.
In communication we say the art is in hiding the art. Most viewers will never know how hard it is to get a draft horse to jump a fence or to get a puppy to kiss a horse’s nose on cue.
Yet as a country we come together to laugh and cry with the big guys. #storytelling
