Memo to Anheuser Busch: Adolphus Busch came to America to assimilate and live the American dream. To the best of my knowledge he wasn’t a member of a foreign death cult that pledged to destroy the West. By the way… feel free to sell may allotment of Budweiser beer to as many muslims as you can. I’m not buying any more.
Budweiser has chosen the charged political issue of immigration as the subject of its Super Bowl LI commercial.
The 60-second spot explains the origin story of the beer company’s immigrant co-founder, Adolphus Busch.
The ad, titled “Born the Hard Way,” begins with a young, German-born Busch being told, “You’re not wanted here! Go back home!” The big budget production eventually sees Busch land on the shores of St. Louis where he built his mega-brewery.
“This is the story of the original self-made man, one of the founders of the American Dream, making it the hard way, and his path that all came after him followed,” Laura Rowan, of Budweiser’s creative branch told Adweek.
“We then see the words appear: ‘When nothing will stop your dream, this is the beer you’ll drink.’ We end with the Budweiser logo and [tagline], ‘This Bud’s for you,’” she said of the ad.
Ricardo Marques, vice president and executive for the Budweiser brand in the U.S., says the company’s pro-immigration Super Bowl ad is “relevant today,” in light of President Donald Trump’s executive order temporarily suspending the U.S. Refugee Admissions Program and his executive order intended to tighten security along the U.S.-Mexico border and enhance enforcement of U.S. immigration laws.
“It’s true, Adolphus Busch made an incredible journey to this country, and that’s really what this is about. It’s about his vision, his dream, everything that he doest to achieve that,” Marques told AdWeek. “Even though it happened in the 1850s, it’s a story that is super relevant today. That’s what we’re honing in on; it’s the pursuit, the effort, the passion, the drive, the hard work, the ambition, that’s really what this is about more than anything else.”