#NotBackingDown is one of two Super Bowl Budweiser commercials that was released this year. This particular commercial is a follow-up to last year's 'Brewed the Hard Way' spot, which revives some of the brand's most beloved imagery—including the Clydesdale horses that were featured in last year's Super Bowl commercial.
In order to define what kind of beer Budweiser is, the commercial first spotlights what it is not. This includes descriptors like "not small," "not sipped" and "not imported," as well as finally "not for everyone." The bold ad concludes with the stamping of hooves, which suggests some of the force behind the brand and its customers who prefer it over other beer types.
While this ad highlights the product and the brand itself, Budweiser's second ad spot features Helen Mirren, sharing a message on drunk driving.