As Americans remembers those lost on September 11th, seventeen years ago this Budweiser ad still seems a fitting tribute. In 2002, the beer brand debuted the one-minute commercial showing the iconic Budweiser Clydesdales traveling to New York City and bowing before the lower Manhattan skyline as a sign of respect. The ad only appeared on television once, during the 2002 Super Bowl.

“With this tribute, we wanted to respectfully honor those affected by the events of September 11th,” Jorn Socquet, vice president of marketing at Anheuser-Busch said in an email to Business Insider. “While the original ad aired just once, the Budweiser Clydesdales delivered our sentiments in a moving way that continues to resonate.”

Never Forget!