Intertextuality in advertising

The advertisements from the 42nd Super Bowl are loaded with pop culture intertextual connections. One in particular that I thought exudes this is this ad for Budweiser beer. The old cultural text that this ad is referencing is the movie, Rocky. It takes the theme and idea of motivation from the movie, however, in the ad it a horse being motivated by a dog instead of a boxer and his coach. I think the reference is very cute. Budweiser did a series of these commercials, using the horse to portray that Budweiser is the best beer. In all the Budweiser horse commercials, the horses are drawn to want to pull the Budweiser beer carriage and work very hard to do so. This Super Bowl commercial adds to the horizontal intertextuality of the Budweiser ads.  In seeing one Bud and horse ad, the viewer will think of another.