The advertisement constantly appeals to pathos by showing dangerous situations that the puppy narrowly escapes, making the viewer feel concerned for the dog. As the Budweiser worker continues to look for the dog, the advertisement establishes ethos and brand awareness as the brand is trying to associate themselves with honorable causes and a caring, "good times" based mantra. The ad then shows the dog returning to the ranch, engaging the viewers pathos as a threat emerges, however, the trademark Clydesdales come to the aid of the dog, appealing to ethos, and inferring to the viewer that Budweiser will be there for them when they need it. The ad ends by charming the viewer to and appealing pathos by showing the three main characters together. The use of strong emotional connections to the characters is attractive to the viewer's sense of emotion, while the use of ethos establishes good credibility for the brand. .
In the Budweiser video, the use of strong visual techniques such as distancing, lighting, and framing strengthen the concept of a good times and reliable brand and line of products. The advertisement uses cute animals, such as puppies and horses to draw the viewer in and get them to want to watch the ad. This appeal to logos is reinforced by the fact that the Clydesdales are Budweiser's "trademark" animal. The close-ups on the horses show their importance and are a subliminal preview of the company image of tall, strong characters. The use of several different character types is related to the several different types of people that drink Budweiser beer: strong, tall, graceful, fun-loving, genuine, and caring people. The advertisement uses close-ups to emphasize important emotions throughout the story. The close-ups of the puppy make the ad more appealing due to the near aggregate love of puppies. The close-ups on the concerned Budweiser worker are important to the video due to the cinematic effect it has on the story.