Budweiser changes ‘9/11 ad that only aired once’ for 20th anniversary

As the nation marks the 20th anniversary of the Sept. 11 attacks, the moment offers a reminder of the role a St. Louis-based company played in paying tribute to the memory of those who lost their lives that day — all through an ad that only aired once.

The 60-second commercial, which appeared on YouTube on Friday, is an updated version of Budweiser’s “Respect” ad, which first ran during the 2002 Super Bowl, five months after the attacks.

Credit: Budweiser


Anheuser Busch just updated the ad to mark two decades since the attacks. The new digital additions to the commercial feature a modern New York skyline with the completed One World Trade building. You can also see the ad during broadcasts on the anniversary and through social media.

While the ad is powerfully simple, it was the result of a monumental effort at the time, which involved Congress, the New York City Mayor’s Office, and others at a time when the city and the country was in a fragile moment.

The company released a remastered version of the ad to mark the 10th anniversary and to bring awareness to the fundraising campaign for the National September 11 Memorial.

Related Reading

“Companies don’t want to appear out of touch by ignoring the attacks. But the history of advertising around the anniversary is fraught,” writes Tiffany Hsu for the New York Times.

See also our post Horses of September 11th, from 2012 »

Tuesday’s Horse © Fund for Horses

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