Budweiser’s upcoming immigrant-themed Super Bowl ad has everyone talking.
Anheuser-Busch has made a 60-second origin story tale about Adolphus Busch’s initial experiences in America after arriving from Germany in 1857. Titled “Born the Hard Way,” the lavishly produced ad shows a handsome young Busch being told, “You’re not wanted here! Go back home!” after arriving in America and facing hardships such as escaping from a burning riverboat before settling in St. Louis and meeting co-founder Eberhard Anheuser.
The pro-immigration theme will certainly strike viewers as a political statement given the furor over President Donald Trump’s controversial new refugee restrictions. But according to Ad Age, the ad wasn’t meant to be political: the ambitious commercial was in the works before Trump’s immigration ban was announced.
This commercial shows the start of Budweiser’s journey, and while it is set in the 1800’s, it’s a story we believe will resonate with today’s entrepreneurial generation — those who continue strive for their dreams.
It threads the needle really nicely. It puts the issue into the broader, traditional, American way of looking at immigration, which is that almost everyone came here on a boat and the majority of those people had to be self-reliant, self-sufficient, have a vision, and have a drive.
Unlike some major corporations, which have spoken out against Trump’s travel ban, Anheuser-Busch has not commented on it.