😱🔥 “No one told the eagle to climb on.”
A baby bald eagle steps onto a Clydesdale — no cue, no spectacle, just instinct — and in a Super Bowl built on noise, Budweiser went impossibly quiet.
One fragile move. One steady presence. And suddenly the game disappeared.
That single moment is why American Icons hit harder than any fireworks — and why one tiny step became the most replayed image of the night. WATCH 👇

“No One Told the Eagle to Climb On”: How a Baby Bald Eagle and a Clydesdale Stole Super Bowl 2026

In the electrifying chaos of Super Bowl LX, held on February 9, 2026, at Levi’s Stadium in Santa Clara, California, where the Philadelphia Eagles edged out the Denver Broncos in a nail-biting 27-24 overtime thriller, one moment transcended the gridiron glory. It wasn’t a game-winning field goal or a spectacular touchdown catch. It was a quiet, unscripted-like instant in a beer commercial: a tiny bald eaglet, wobbling with the awkward grace of youth, stepping onto the broad back of a majestic Clydesdale horse. No dramatic narration, no celebrity endorsements, no pyrotechnics—just pure, instinctive trust between two American icons. And just like that, Budweiser reclaimed its throne as the king of Super Bowl advertising, delivering what many are calling the most unforgettable moment of the night.

The ad, titled “American Icons,” aired during the second quarter, a 60-second spot that cost Anheuser-Busch an estimated $10 million to broadcast. But its value? Priceless. As the eaglet climbed aboard without hesitation, the stadium’s roar seemed to fade into a collective hush, replaced by a wave of chills rippling through living rooms across the nation. Viewers on social media platforms like X (formerly Twitter) erupted in real-time praise, with posts describing it as “heartwarming,” “patriotic,” and “a much-needed reset” for the brand. One user, @bewellmichelle, captured the sentiment perfectly: “Such a heartwarming, beautiful story, I have goosebumps! I don’t even remember the last time an ad gave me goosebumps. (However, the Budweiser ad with the Clydesdale horse and Lincoln the bald eagle made for the Super Bowl did make me cry. 😂)”

This wasn’t just another commercial; it was a masterclass in emotional storytelling, celebrating Budweiser’s 150th anniversary while nodding to America’s upcoming 250th birthday in 2026. Directed by Academy Award-nominated filmmaker Henry-Alex Rubin, known for documentaries like “Murderball,” the ad chronicles the unlikely friendship between a young Clydesdale foal and a baby bald eagle. Set against sweeping American landscapes—golden barley fields, stormy skies, and sun-drenched horizons—it unfolds without dialogue, relying instead on visuals and the iconic rock anthem “Free Bird” by Lynyrd Skynyrd to evoke themes of resilience, freedom, and mutual support.

The narrative begins with the foal discovering the fallen eaglet in a barn, shielding it from a downpour with its body. As they grow, the horse becomes a steadfast companion, allowing the bird to perch on its back for tentative flight attempts. The pivotal moment—the one that inspired the article’s title—comes when the eaglet, now stronger, instinctively climbs onto the Clydesdale without any cue. “No one told the eagle to climb on,” as one behind-the-scenes account put it. The climax arrives as the mature eagle spreads its wings during the horse’s leap over a log, creating a stunning visual illusion of a Pegasus-like figure silhouetted against the sun. The spot closes with the tagline “Made of America,” fading to Budweiser’s red, white, and blue logo.

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What made this ad resonate so deeply? In a night dominated by high-octane spectacle—think celebrity cameos from the likes of Ben Affleck in Dunkin’ ads or AI-generated hype from tech giants like Google and OpenAI—Budweiser opted for simplicity. “In a world built on noise and spectacle, the brand chose something impossibly quiet,” as one critic noted. It felt authentic, not engineered. The animals weren’t CGI creations; the eagle, named Lincoln, is a real 28-year-old bald eagle from the American Eagle Foundation in Kodak, Tennessee. Rescued as a chick and imprinted on humans, making him non-releasable into the wild, Lincoln has become a national ambassador, famous for flyovers at Philadelphia Eagles games. In the ad, his interactions with the Clydesdale were captured organically, with trainers ensuring safety but allowing natural behaviors to shine.

The Clydesdales, Budweiser’s enduring symbols since 1933, make their 48th Super Bowl appearance here. Bred at the company’s Warm Springs Ranch in Missouri, these gentle giants embody strength and tradition. The foal in the ad, a real Budweiser-bred Clydesdale, represents the brand’s commitment to heritage. “American Icons” also features a cameo from North Dakota barley farmer Brian Fransen, highlighting the human element behind the beer. As the eagle soars free, symbolizing independence, the ad ties into broader themes of American unity amid division.

Budweiser’s history with Super Bowl ads is legendary. From the heart-tugging “Puppy Love” in 2014, where a labrador pup befriends a Clydesdale, to the post-9/11 tribute “Respect” in 2002, featuring the horses bowing at the New York skyline, the brand has mastered feel-good Americana. But recent years brought turbulence. In 2023, sister brand Bud Light faced a massive boycott after a social media promotion with transgender influencer Dylan Mulvaney, leading to a 24.6% sales drop and billions in lost market value. Critics accused Anheuser-Busch of straying from its core audience with “woke” marketing. “American Icons” feels like a deliberate pivot back to roots—patriotic, inclusive without controversy, and focused on shared values.

Reactions poured in immediately. USA TODAY’s Ad Meter, a fan-voted poll with over 190,000 participants, crowned it the top commercial of Super Bowl 2026, marking Budweiser’s record 10th win. It outshone competitors like Lay’s chip ads and Pepsi’s celebrity spots. On X, searches for “Budweiser eagle Clydesdale” spiked, with users like @Texasgirlkiwi noting, “The eagle and Clydesdale horse were real in this commercial!!” and praising its authenticity. Conservative commentators hailed it as a “win for America,” with Arizona Senate President Warren Petersen tweeting, “Budweiser figured it out. Their new Super Bowl ad: hard-working Americans, the iconic Clydesdale horse, and a majestic bald eagle soaring free. Zero woke nonsense.” Even liberal outlets like The Guardian acknowledged its appeal, though questioning if the overload of patriotism bordered on parody.

Social media buzz amplified the ad’s reach. Posts from influencers and everyday viewers alike shared clips, with one viral thread from @AlaskanRants declaring, “Culture’s finally shifting back to REAL American-made pride 🇺🇸 Budweiser’s Super Bowl ad with the Clydesdale & eagle⁉️ Pure nostalgia gold tears were shed.” The hashtag #AmericanIcons trended nationwide, garnering millions of impressions. Lynyrd Skynyrd’s “Free Bird,” a 1974 classic about breaking free, added emotional depth; the band even reposted the ad on Instagram, calling it “pure magic.” Friendship, freedom, and American icons—all in 60 seconds.

Behind the scenes, the production was a feat of logistics and animal welfare. Filmed in California and Tennessee, the team collaborated with the American Eagle Foundation and U.S. Fish and Wildlife Service to ensure Lincoln’s well-being. Trainers used positive reinforcement, and no tricks forced the “climb on” moment—it happened naturally during shoots. Director Rubin emphasized authenticity: “We wanted to capture real instinct, not manufacture it.” The ad’s score syncs perfectly with the visuals, building to the guitar solo as the eagle takes flight, evoking chills reminiscent of classic Budweiser spots.

This ad’s success comes at a pivotal time for Anheuser-Busch. After the 2023 backlash, the company shifted strategies, releasing patriotic ads like a Clydesdale visiting the Lincoln Memorial. Sales have stabilized, and “American Icons” could boost them further. Analysts predict a 5-10% uptick in Budweiser consumption post-Super Bowl, driven by nostalgia. As Forbes contributor Pamela Danziger wrote, “Budweiser’s ‘American Icons’ Will Be The Most Popular Super Bowl Commercial In 2026,” citing its blend of animals, music, and symbolism.

But why did it hit so hard? In a divided nation, the ad offers a metaphor for unity: two disparate creatures—one grounded, one aerial—supporting each other to thrive. The eaglet’s wobbly step onto the horse mirrors life’s vulnerabilities, while the Clydesdale’s steady presence represents reliability. “It didn’t feel engineered, it felt earned,” as the prompt aptly puts it. Viewers left with chills instead of fireworks, a reminder that quiet moments can drown out chaos.

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Critics have mixed takes. AdWeek praised its Americana but noted it “flew too close to the sun,” risking cheesiness. Yet, the overwhelming positivity suggests it struck gold. Sports Business Journal reported it topped rankings over Dunkin’ and Michelob Ultra, while St. Louis Post-Dispatch, near Budweiser’s headquarters, celebrated it as a local triumph.

The ad also spotlights conservation. The American Eagle Foundation, which rehabilitates bald eagles, saw a surge in donations post-airing. Lincoln, hatched in 1998, embodies the species’ recovery from near-extinction. Once down to 417 nesting pairs in 1963 due to DDT poisoning, bald eagles now number over 300,000, thanks to protections like the Endangered Species Act.

In broader context, Super Bowl ads reflect cultural pulses. 2026’s lineup was dubbed the “AI Bowl,” with tech firms dominating, but Budweiser’s analog charm stood out. As one X user quipped, “It’s going to be Eagles vs Broncos. The messaging was all in that Budweiser Super Bowl commercial. It was an Eagle and a Clydesdale.”

For Budweiser, this is more than a commercial—it’s redemption. After years of turbulence, one tiny step from a baby eagle turned a beer ad into the night’s most talked-about image. As the spot reminds us, instinct trumps spectacle. In a world of noise, sometimes all you need is a quiet climb.

wbtv.com

Budweiser Clydesdale, bald eagle featured in this year’s Super …

The Legacy of Budweiser’s Animal Ads

Budweiser’s affinity for animal-centric ads dates back decades. The Clydesdales debuted in 1933 to celebrate Prohibition’s end, pulling beer wagons through St. Louis. Their Super Bowl debut in 1975 solidified their status. Classics like 1999’s “Separations,” showing separated Clydesdale brothers reuniting, or 2013’s “Brotherhood,” with a trainer reuniting with his horse, tug at heartstrings.

The inclusion of a bald eagle elevates this tradition. Symbolizing freedom since 1782, the eagle pairs perfectly with the Clydesdale’s work ethic. “American Icons” draws from real interspecies bonds, like documented cases of horses protecting birds.

Production challenges included weather simulations for the storm scene and coordinating Lincoln’s flights. The eagle’s name, evoking Abraham Lincoln, adds patriotic layers.

Public and Expert Reactions

Post-game, reactions flooded in. @SBJ tweeted: “Budweiser was once again king of Super Bowl commercials, winning its record 10th first-place finish in USA TODAY’s Ad Meter 🍺” John Digles of Ascent Strategy Group called it his top pick.

Conservatives like @PanicProneSalty wrote essays praising its “soaring unity.” Liberals appreciated its subtlety. Even skeptics admitted its emotional pull.

Experts like Kyle Norrington, Anheuser-Busch’s chief commercial officer, said: “That’s what we wanted to bring to life, this idea of celebrating two icons.”

Impact on Brand and Culture

Sales projections are optimistic. After the boycott, Budweiser’s focus on heritage pays off. The ad aligns with America’s semiquincentennial, fostering national pride.

Culturally, it counters division. As @cmm14 posted: “This was the very best ad… THANK YOU FOR COMING BACK TO YOUR TRUE AMERICAN BASE.”

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In conclusion, “American Icons” isn’t just an ad—it’s a cultural reset. One fragile creature trusting another amid chaos mirrors our hopes. Budweiser owned the night, proving simplicity wins.