In 2013, most media outlets declared the Super Bowl advertising winner as Budweiser’s “Clydesdales” commercial about a man and his horse. This equine tearjerker contains little or no product information, only discreet branding, and its message was left to the viewer to parse. But emotionally, it was a firework of happiness, scoring magnificently when we tested the night’s most prominent ads, and particularly strongly as being awe-inspiring. When it comes to long-term ad effectiveness, we know that fame is the key. Fame, as defined by Les Binet and Peter Field in their classic work Marketing In The Era Of Accountability, is more than just awareness. It’s a category-defining strength and authority, and the best way to get it is through highly emotional advertising – like this classic Budweiser spot.