The story behind the 9/11 Budweiser commercial that only aired once

ST. LOUIS (KTVI) --  As the 16th anniversary of the September 11th terror attacks approaches, FOX 2 is looking back at some of the most powerful tributes to the victims over the years.

One of those tributes was an emotional ad featuring the Budweiser Clydesdales. In the ad, the horses honor the memory of the fallen with an unforgettable, breathtaking bow.

The commercial only aired one time during Super Bowl XXXVI on February 3, 2002, but many people have never forgotten it.

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9/11/2001: 14 most iconic images of 9/11
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9/11/2001: 14 most iconic images of 9/11
NEW YORK - SEPTEMBER 11, 2001: (FILE PHOTO) A fiery blasts rocks the south tower of the World Trade Center as the hijacked United Airlines Flight 175 from Boston crashes into the building September 11, 2001 in New York City. Almost two years after the September 11 attack on the World Trade Center, the New York Port Authority is releasing transcripts on August 28, 2003 of emergency calls made from inside the twin towers. (Photo by Spencer Platt/Getty Images)

Sarasota, UNITED STATES: TO GO WITH AFP STORY 'Americans mark 9/11 anniversary with new questions on vulnerability' - (FILES) US President George W. Bush has his early morning school reading event interupted by his Chief of Staff Andrew Card (L) shortly after news of the New York City airplane crashes was available in Sarasota, Florida 11 September 2001. AFP Photo Paul J. RICHARDS (Photo credit should read PAUL J. RICHARDS/AFP/Getty Images)

Americans mark 9/11 anniversary with new questions on vulnerability' - This 11 September 2001 file photo shows Marcy Borders covered in dust as she takes refuge in an office building after one of the World Trade Center towers collapsed in New York. Borders was caught outside on the street as the cloud of smoke and dust enveloped the area. The woman was caught outside on the street as the cloud of smoke and dust enveloped the area. AFP PHOTO/Stan HONDA (Photo credit should read STAN HONDA/AFP/Getty Images)
New York, UNITED STATES: TO GO WITH AFP STORY 'Americans mark 9/11 anniversary with new questions on vulnerability' - (FILES) The rubble of the World Trade Center smoulders following a terrorist attack 11 September 2001 in New York. Americans mark the fourth anniversary of the September 11, 2001 terror attacks Sunday nagged by new burning questions about their readiness to confront a major disaster after the debacle of Hurricane Katrina. AFP PHOTO/Alex Fuchs (Photo credit should read ALEX FUCHS/AFP/Getty Images)
394471 13: Firefighter Tony James cries while attending the funeral service for New York Fire Department Chaplain Rev. Mychal Judge, in front of the St. Francis of Assisi Church September 15, 2001 in New York City. Judge died while giving the last rites to a fireman in the collapse of the World Trade Center. The World Trade Center was destroyed after both the landmark towers were struck by two hijacked planes in an alleged terrorist attack on September 11. (Photo by Joe Raedle/Getty Images)
NEW YORK - SEPTEMBER 8: The 'Tribute in Light' memorial as seen from Bayonne, New Jersey, consists of two shafts of light to represent the World Trade Center Twin Towers, is tested before the fifth anniversary of 9/11 terrorist attacks September 8, 2006 in New York City. (Photo by Sylwia Kapuscinski/Getty Images)

NEW YORK- SEPTEMBER 3: A wax replica of Thomas Franklin's photograph from September 11, is seen at Madame Tussaud's wax museum September 3, 2002 in New York City. The replica is to be part of an exhibit at the museum called 'Hope: Humanity and Heroism.' (Photo by Spencer Platt/Getty Images)

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Anheuser-Busch's creative team came up with the concept and moved heaven and earth to make the commercial. They had to get approval from members of Congress, the advertising community and from New York Mayor Rudy Guiliani.

"We filmed in New York City," said Bob Lachky, former executive vice president of Anheuser-Busch Global Creative. "We had a helicopter going over the Brooklyn Bridge. Mayor Giuliani let us into the city -- the only film company of any sort right after 9-11. To actually come into air space with our helicopter to film the Clydesdale... the hitch coming into Battery Park and it was amazing...just amazing."

It was amazing, especially considering how New York was a city still hurting. And yet a St. Louis-based company, touched by the pain of the worst act of terrorism on U.S. soil, took a risk to help one of our favorite cities and our nation heal.

The company's logo is absent throughout the entire video until the very end.

Budweiser did air an updated version of the commercial on September 11, 2011, the tenth anniversary of the attacks -- however the original commercial (below) has only aired one time.

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