The pale-lager company claims that the alleged political message in its Super Bowl ad, which tells the story of its founder's journey from Germany to the U.S., is nothing but a coincidence.
- Feb 1, 2017
AceShowbiz - In the midst of the nation's heated political debate regarding President Donald Trump's recent immigration ban, Budweiser unveiled its Super Bowl ad trailer which allegedly sends a strong pro-immigration message. The ad traces the journey of its founder, Adolphus Busch, a German immigrant, when he first entered the United States. However, the pale-lager company insists that the commercial isn't meant to be political.
The commercial is well-timed given President Trump's controversial immigration ban for seven Muslim-majority countries that triggers widespread protests over the weekend. However, Budweiser tells CNN that "the coincidental timing is just that--a coincidence." The company says that the commercial focuses on the universal story of immigrant.
The Vice President of marketing at Budweiser, Ricardo Marques, says in a press release, "This commercial shows the start of Budweiser's journey." He adds, "It's a story we believe will resonate with today's entrepreneurial generation--those who will continue to strive for their dreams."
Mike Bryne, the chief creator officer of Anomaly, the advertisement agency that helped create the ad, says in a statement, "When Budweiser told us that they wanted to celebrate those who embody the American spirit, we realized the ultimate story lived within their own brand history. Adolphus Busch is the hero of the Anheuser-Busch American dream."
The 60-second ad, which was shot in New Orleans, is dialing back to 1857 to tell the brand's origin story, capturing Adolphus Busch's journey from Germany all the way to the United States. Titled "Born the Hard Way", the ad opens with someone, who is apparently Ebenhard Anheuser, saying to young Busch, "You don't look like you're from around here."
He begins his journey to the U.S. on a rocky ship only to find that he's not welcomed when he arrives. Someone insults him, "You're not wanted here! Go back home!" The misery doesn't stop there as he has to face another hardship when his riverboat is burned down before he settles in St. Louis and meets co-founder Ebenhard Anheuser.
He meets his eventual partner in a bar where Anheuser offers him a beer. "A beer for my friend, please," he says. That takes the young Busch by surprise, given all the insults he's faced before. He then shows Anheuser his sketchbook where he designs the classic Budweiser bottle as he says, "The next time, this is the beer we drink." That's how the two begin his mega-brewery company.
The commercial, which was directed by Chris Sargent, ends with a statement that reads, "When nothing stops your dream this is the beer we drink."
