There’s been a lot of great Super Bowl ads over the years, but no matter how clever some are, very few connect emotionally with the American people over the long term like Budweiser’s Clydesdale ads.
Intellectually, I know they’re just beer commercials, and I’ve designed and written my share of political ads intended to elicit emotion, so I know exactly what the creative team is trying to accomplish. And you know what? I don’t care. I can’t watch a Clydesdale ad without feeling exactly what it wants me to feel. That, dear readers, is how to brand a product.
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