The ad shows the Clydesdale galloping past patriotic symbols, such as people raising an American flag and the Lincoln Memorial.
—CBS News.
A Zoom call.
WRITER: We open on a horse. Cut to, like, a farmer. Then a welder. Then a man on a horse. Maybe a jockey. We hear a voice-over. Reciting the Gettysburg Address.
ART DIRECTOR: I like that.
ACCOUNT EXEC: Does that make any sense, though?
STRATEGIST: Maybe let’s back up. Just to recap. We need something that appeals to our base. Sends a clear message about who we are as a beer and as a brand. American. Masculine. Tough.
EXEC: While at the same time deeply feminine and open to new and exciting sexual ideas.
STRATEGIST: Exactly.
EXEC: While also using horses.
STRATEGIST: A win would be a spot that almost says something but doesn’t.
WRITER: What about this? We open on a field. Midwest. One of those places they grow wheat or whatever. A lone farmer. He runs his hand over the tops of the wheat.
ART DIRECTOR: Yes. Yes. And maybe we notice—it’s subtle—maybe we notice that his bare muscular chest is gleaming with sweat.
WRITER: Yes. That’s very good. And we pull back to reveal another farmer. Also male. Also half nude and insanely fit. And he has a look that says, “Let’s do this.”
This story is from the May 08, 2023 edition of The New Yorker.
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This story is from the May 08, 2023 edition of The New Yorker.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
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