“Heads Will Turn”: Budweiser’s 150-Year Legacy Meets A Suspenseful Super Bowl Reveal

The Budweiser Clydesdales are out in the barn preparing for their spot in the big game, and that alone is enough to signal that Super Bowl season has officially arrived. For decades, the presence of these towering horses has acted as a cultural countdown clock. When they appear, audiences know something big is coming.

PEOPLE has offered an exclusive first look at the teaser for Budweiser’s Super Bowl LX commercial, a campaign that not only builds anticipation for the championship game but also commemorates the beer brand’s 150th anniversary. That milestone adds an extra layer of meaning to this year’s storytelling approach.

The teaser, titled “Stable,” features five of Budweiser’s iconic Clydesdale horses and officially marks their 48th national Super Bowl commercial appearance. According to the brand, the average male Budweiser Clydesdale stands approximately six feet tall at its withers and weighs close to 2,000 pounds, making their synchronized movement even more striking on screen.

The clip opens quietly, without fireworks or dramatic music. The five horses stand together inside the barn, calm and statuesque. Then, in perfect unison, their heads turn toward the same direction, creating a moment that feels choreographed yet instinctive.

The camera then shifts to a small metal bucket on the barn floor. Something underneath it begins to move. The unseen presence causes the bucket to rattle and clang, instantly capturing the attention of the massive animals. The contrast between the horses’ size and the small, shaking pail heightens the suspense.

What makes the teaser effective is what it refuses to show. The mystery creature beneath the bucket remains hidden. There is no reveal, no payoff, just a growing sense of curiosity that lingers as the screen fades to black.

The teaser concludes with a simple title card reading “Heads Will Turn.” The phrase works on two levels: literally referencing the synchronized movement of the horses and metaphorically suggesting that audiences across the country will be paying attention when the full commercial debuts.

Budweiser has confirmed that the identity of the creature under the bucket will not be revealed until the complete Super Bowl advertisement airs. The brand is intentionally building intrigue, hinting that a new character may soon join the Clydesdales as part of its expanding Super Bowl legacy.

Fans eager to speculate can rewatch “Stable” across Budweiser’s official YouTube, X, Instagram, and Facebook channels. The teaser’s minimalism encourages repeat viewing, with many attempting to decipher clues from subtle sounds and movement.

The Clydesdales first appeared in a Super Bowl commercial in 1975, establishing a tradition that has endured for half a century. Over the years, they have become synonymous with heartfelt storytelling, patriotic imagery, and emotional narratives that often extend beyond traditional advertising.

Their most recent Super Bowl appearance prior to “Stable” came in 2025 with “First Delivery,” which followed a young Clydesdale making its first Budweiser keg delivery. That ad leaned into themes of growth and responsibility, reinforcing the horses’ symbolic connection to legacy.

Today, three traveling teams of Budweiser Clydesdales tour the United States, spending nearly 300 days per year on the road. They appear at parades, sporting events, fairs, and public celebrations, maintaining a physical presence that strengthens the brand’s connection with communities nationwide.

The scale of their operation underscores the brand’s long-term investment in the horses as living ambassadors. Each team travels with handlers and specialized equipment to ensure the animals’ care and safety while representing Budweiser at high-profile events.

Super Bowl LX is scheduled to take place on Sunday, Feb. 8, 2026, at Levi’s Stadium in Santa Clara, California. As anticipation builds for the game itself, the “Stable” teaser ensures that Budweiser’s presence is already part of the national conversation, long before kickoff.

By choosing suspense over spectacle, Budweiser signals a strategic shift toward mystery-driven storytelling. Whether the hidden character becomes the brand’s next iconic symbol remains to be seen, but one thing is clear: when the Clydesdales turn their heads, audiences tend to follow.