This Brand Is Celebrating Its Immigrant Roots With A Timely New Super Bowl Ad

A powerful tribute to the American Dream.

Over the years, Budweiser has become known for its memorable Super Bowl commercials. Many a viewer cooed over the watercooler about the friendship between a puppy and a Clydesdale in the brand's 2014 advertisement. This year's ad is sure to tug on a few heartstrings as well, as it sends a powerful and timely message about the beer's immigrant roots.

The clip, called "Born the Hard Way," follows Adolphus Busch, co-founder of Anheuser-Busch, as he travels from Germany to America in the 19th century, with the goal of brewing beer. After a bumpy journey by ship, Busch faces persecution on his new shores, as he's told, "You're not wanted here. Go back home." However, Busch perseveres and follows his dream to St. Louis, where he meets Eberhard Anheuser. 

And the rest is history.


The commercial is, of course, incredibly relevant, considering President Donald Trump's stances on immigration — from his recent executive order banning citizens of seven mostly Muslim countries from entering the United States, to his continued discussion of a wall on the Mexican border.

As many have pointed out in the days since Trump's order, as well as during the 2016 campaign, the United States was built by immigrants and their descendants, on the philosophy of welcoming outsiders. Adolphus Busch is just one example of that.

Although its timeliness cannot be denied, Anheuser-Busch InBev's VP for Budweiser Ricardo Marques said in a press release that the ad, which was directed by Chris Sargent, isn't meant to be a political statement, but rather to celebrate entrepreneurs: "This commercial shows the start of Budweiser's journey, and while it is set in the 1800s, it's a story we believe will resonate with today's entrepreneurial generation — those who continue [to] strive for their dreams." 

Watch the full ad in the video below:

(H/T: SB Nation)


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