“The deepest feeling always shows itself in silence; not in silence, but restraint.”
– Marianne Moore
Of all the expressions of creative with which I’ve been involved during my 30-year career, none walked the tightrope of appropriateness more delicately than the “Respect” spot Hill Holliday created with the folks at Anheuser-Busch, for airing on the Super Bowl following September 11, 2001. It follows the Budweiser Clydesales from the snow-covered countryside of Vermont to the strikingly hollow skyline of lower Manhattan, where they bow in tribute to not only those who perished on 9/11, but to America as a whole. It is as deeply a personal message as a multinational corporation can possibly send.
Anheuser Busch - Respect from Hill Holliday on Vimeo.
“Respect” is the antithesis of a Super Bowl spot. Its pace is languid, its mood is melancholy. There is restraint in the film, in the music, even in the color correction. There isn’t a frame of the commercial that wasn’t, at some point, dialed back just a bit. For a spot that very well could have been criticized for being opportunistic, it adeptly threaded the needle of appropriateness. And despite its very un-Super Bowl commercial characteristics, it still is often cited as one of the best Super Bowl spots of all time. Maybe it deserves that citation, maybe not. If so, it’s because it was a thoughtful, purpose-built piece of communication created for a very specific moment in time.
One of the most powerful dynamics of this particular commercial is that, despite its resonance, it ran only once. Like a pebble dropped in the middle of a still pond, it sent out ripples that endured for years. It was a message that was deeply meaningful to the Anheuser-Busch leadership, and the hallmark of sending a meaningful personal message is that you only need to say it once.
So I have to admit that I was a bit disappointed to see the spot resurrected, re-edited, and re-purposed for the 10-year anniversary of 9/11. I do not own the spot and it’s not my decision whether or not it should ever run again. And I know absolutely nothing about what it takes to run a successful brewery. But when it popped up on this Sunday’s NFL games, it just felt a tad bit, well, wrong. The snow on the ground in the original spot was never meant to be swept away, replaced by what appears to be a computer’s idea of Pro-Turf. Just because you can, doesn’t mean you should.
Just as “Respect” hit an appropriate, resonant chord a decade ago characterized by its restraint in both execution and media buy, the 10-year anniversary of 9/11 was no less an appropriate moment in time for Anheuser-Busch — or any company — to express their feelings by creating something of potentially even greater power and appropriateness for a country still on the mend. I only wish they had started from scratch.
Mike Sheehan (Chief Executive Officer) began his career as a copywriter and creative director. As a creative, Mike has been awarded virtually every national and international award for excellence: The Grand Clio, One Show Gold, Cannes Lion, Best of Show at Hatch, and Communication Arts. Mike joined Hill Holliday as a group creative director in 1994, and was named executive creative director of Hill Holliday in 1996. In 1999, he joined DDB Chicago as executive creative director. A year later, he rejoined Hill Holliday as president. He was named CEO in 2003, the only non-founder to hold that title. 
I agree, they either should have left it alone with the snow, or started from scratch. It’s interesting that the folks who saw the commercial during the game (I did not) posted a link to the original version, not the “enchanced” one. Well done, Hill Holiday, well done!
I was proud of a lot of things working at Hill Holliday. But the thing I was proudest of wasn’t in my portfolio. It was being part of the agency that created that spot, in that moment.
Way to capitalize on a tragedy. This is akin to going to the funeral of a distant acquaintance to “see and be seen”. AB would have been better off with an ultra-patriotic ad that nuanced NYC without emphasis on the tragedy. Please stop with the “they only aired it once” humility. It was the Superbowl for heaven’s sake. And now they are shamelessly Youtubing and networking it — in place of commercial airing. Sign me: disappointed in your inability to manipulate me with less transparency. I am not yet inclined to buy your product. Try harder.
I completely agree. I was extremely surprised to see that ad played again on Sunday night. I thought that the ad’s power was demonstrated by the fact that it was played only once. It felt respectful, and nothing like traditional advertising. It showed the spirit of the country. A brand was deferring its own message, and saluting the nation and its victims.
I can see why Anheuser-Busch decided to run it again. The 10th anniversary was, and probably will always be, the most significant anniversary of 9/11. But still, it didn’t feel right.
[...] a post on Monday on the agency’s blog, Mr. Sheehan wrote that he was “a bit disappointed” to see the commercial reappearing during [...]
[...] finds it in poor taste. Hill Holiday CEO (and former copywriter/creative director) Mike Sheehan writes on his company blog: “[W]hen it popped up on this Sunday’s NFL games, it just felt a tad bit, well, wrong. The [...]
I was always curious as to whether the opening countryside was around Shanksville. Now I’m curious as to why Vermont — there may be a Bud/Clydesdale barn in New Hampshire. In any event, thank you for this most poignant work.
Great post Mike. I agree with you completely.
A lot of creatives in this business are fond of saying “I wish had done that” when an extraordinary piece of work comes along. Im not one of them. Usually. But Respect, this was one of the exceptions. It was authentic. It had so much heart. It moved so many of us in ways that are all too rare now. If there is any place in the advertising lexicon for sacrilege, well, I think we just found it.
I have nothing to do with advertising, but “Respect” was the most moving Super Bowl ad I have ever seen. I was at a crowded and noisy Super Bowl party when “Respect” aired. Everyone immediately grew silent and the commercial mesmerized everybody in the room. At the end, there were a few gasps and a few wows. Far from being “sacrilege” or an “antithesis of a Super Bowl ad,” it was a gift when we all needed it most.
The “enhanced” ad will not have the same impact, but I am sure it will resonate with millions of ordinary people like me…