Budweiser released their Super Bowl commercial on Tuesday called “Born the Hard Way”. The commercial focuses on Budweiser co-founder Adolphus Busch and his journey from Germany to America in 1857.
“Welcome to America,” he’s told as his paperwork is stamped. “You’re not wanted here. Go back home,” a man shouts at him.
The immigration theme airs in the shadow of President Trump’s recent controversial immigration ban. However, Budweiser’s vice president of marketing said the commercial is not intended to be a political statement.
“Even though it happened in the 1850s, it’s a story that is super relevant today,” Ricardo Marques told AdWeek. “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.”
He added, “There’s really no correlation with anything else that’s happening in the country. We believe this is a universal story that is very relevant today because probably more than any other period in history today the world pulls you in different directions, and it’s never been harder to stick to your guns.”
The ad concludes with him meeting future business partner Eberhard Anheuser.