TODAY | January 29, 2014
>>> look at one of the super bowl commercials we think everybody's going to be talking about during the big game . we'll show you budweiser's puppy love ad in a moment, but first, the story of how it was made.
>> reporter: 35 miles west of hollywood's bright lights on a picturesque farm tucked in the valley, filming is underway for budweiser's high-stakes super bowl commercial which could be seen by 100 million people.
>> we have three days to get it all right and to tell that story in just the right way.
>> the stars of the ads are, of course, the budweiser clydesdales . but this year, they've got co-stars. these majestic iconic horses which appeared in bud super bowl commercials will share the screen with these guys forming an unlikely friendship in an ad called puppy love .
>> the whole story is about connection. connection of heart, spirit, soul.
>> reporter: it's a sequel of sorts to last year's spot which chronicled the connection between a rancher and his clydesdale, separated then reunited in a heart-tugging moment. it was named ad meter's super bowl commercial of the year putting plenty of pressure on the ad agency to repeat their performance.
>> if you win first place last year in the track meet, you're kind of expected to win it again next year or you're a failure.
>> it's critically important. it's safe to say it's the most important thing in our year.
>> reporter: planning for that day started nearly a year ago.
>> puppy's onset, guys.
>> now the director's team is once again bringing the vision to life.
>> what are you hoping for this year?
>> better. better.
>> reporter: perhaps the greatest challenge showcasing the connection between puppy and horse when they don't always want to connect.
>> let's roll, please.
>> reporter: but they'll spend as much time as it takes to get that one shot. when the crew reacts like this, they know connection complete. for "today," nbc news, thousand oaks , california.
>> so sweet.
>> let's see it. the exclusive premiere of the super bowl commercial " puppy love ." you only need the light when it's burning low only miss the sun when it starts to snow only love her when you let her go only know you've been high when you feeling low only hate the road when you're missing home only know you love her when you let her go and you let her go let her go oh-ohh you let her go
>> oh. i want a beer