Budweiser’s Super Bowl Ad Tells an Immigration Story

In advance of this weekend’s Super Bowl, Budweiser has released its ad, “Born the Hard Way” that tells the story of the company’s origin. The ad is topical- it takes place in 1857 and shows Adolphus Busch immigrating to the United States from Germany. The journey isn’t easy. He has to abandon ship due to a boat fire, but he survives, and eventually reaches land.

When he first arrives, people say to him “You are not wanted here. Go back home.” He keeps going.

The ad ends with Busch in a bar, sitting next to Eberhard Anheuser. The two meet, and the rest is history. While the story seems timely today, Anheuser-Busch InBev executives told Ad Age that they were not trying to make a political statement with the commercial. “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,” Ricardo Marques, a Vice President at Anheuser-Busch said in a press release.

Good news: The Clydesdales haven’t been forgotten. Blink and you might miss them, but they’re there.

Watch above, via Budweiser.

[featured image via screen grab]

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