Come into a sneak preview of Budweiser’s powerful Super Bowl ad about immigration. No one beats them when it comes to the ultimate commercial with its magnificent team of Clydesdale horses. Budweiser has managed to resonate with the American public decade after decade by capturing people’s hopes and dreams. This year’s message is every bit as spot on, but it involves something different.
Vice president of marketing for Budweiser Ricardo Marques wrote in a press release according to Ad Age:
‘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 TO strive for their dreams.’
Budweiser has intentionally produced a provocative commercial with the intent of generating the maximum amount of attention on Super Bowl Sunday. The ad Born The Hard Way reaches into people’s hearts and changes them for the better. This spot follows the immigrant founder of Budweiser Adolphus Busch as he traveled from Germany to St. Louis, Missouri.
The minute long commercial depicts the U.S. in 1857, where the young man is hit with harsh words. “You’re not wanted here!” and “Go back home!” Sound familiar?
When Busch reaches the central plains rustic city, he runs into Eberhard Anheuser and a warm welcome. The two shake hands to begin the iconic company. Anheuser-Busch evolved into Anheuser-Busch InBev, and it is the parent of Budweiser, Corona, Bud Light, and other beer and spirit off-shoots.
Budweiser always manages to be on the edge of the American public’s essential self, often before people even realize it themselves. The commercial comes at the very moment when the new president’s executive order blocks immigration from seven Muslim-majority countries.
Ad company Anomaly created the commercial, which stars actor Sam Schweikert as the young Busch. They filmed the Super Bowl ad in New Orleans in early January, and it celebrates the American Dream – Budweiser’s theme this year.
According to the St. Louis Post-Dispatch, Marques said the company had begun the concept work last May, long before the elections:
‘We’ve been in a multi-month process. It’s been a long time in the making. It’s a human story, really, about hard work and overcoming challenges.’
The press release indicates that Budweiser did not create this stunning ad as a result of the controversial executive order. Instead, it reaches upward to the overall immigrant experience.
Check out the brilliant Budweiser commercial below, via YouTube:
Featured Image: Budweiser Twitter Page.