It’s been nearly two decades since the tragic events of September 11, a day etched into the collective memory of America and the world. The loss of around 3,000 lives in the terrorist attacks still resonates deeply, as if it happened only yesterday.

The phrase “9/11” evokes profound sorrow and grief, yet it also symbolizes the resilience and unity of the American people. In the face of adversity, the nation stood as one against those who sought to harm it. Across the globe, people from all walks of life mourned the lives lost and stood in solidarity with the United States.

Amidst the darkness of those days, a beacon of hope emerged in the form of a commercial from the iconic American brand, Budweiser. This emotional tribute, featuring the company’s beloved Clydesdale horses, struck a chord with countless viewers, bringing even the strongest to tears.

The commercial depicts the majestic Clydesdales making their solemn journey through the streets of New York City. Passing landmarks like the Statue of Liberty and the Brooklyn Bridge, they pause at a park, their gaze fixed upon the city skyline. Their destination is the hallowed ground where the Twin Towers once stood, where they bow their heads in a poignant display of respect.

Embedded within this powerful imagery is a timeless message: “never forget” and “never again.” Originally aired only once, the commercial resurfaced on the 10th anniversary of the attacks. Paul Chibe, Vice President of Marketing at Anheuser-Busch, expressed the sentiment behind this decision, emphasizing the importance of honoring the memory of those lost and affected by 9/11.

“As we commemorate the 10th anniversary,” Chibe remarked, “it is our privilege to reintroduce this tribute and contribute to the fundraising efforts for the National September 11 Memorial & Museum. The subtle alterations in the ad serve to reflect the passage of time while reinforcing the enduring message of remembrance and resilience.”

Take a look at the emotional advertisement below. Touching, indeed!