Budweiser Super Bowl ad sends pro-immigration message

In the midst of heavy political drama surrounding Donald Trump’s immigration ban, Budweiser tells the story of its founder’s journey from Germany to the United States.

You may enjoy a Budweiser beer on the day of the Super Bowl, or any day, for that matter, but do you know the story of its founder?

That’s what this year’s Budweiser spot sets out to do. Adolphus Busch sets sail on a crowded, rickety ship across the Atlantic, only to find himself the target of xenophobic taunts. He shoves his way through a crowd of jeering onlookers who shout, “You’re not wanted here,” and “Go back home!”

Next comes a flaming riverboat and a trek through cold, wind and mud, but Busch finally finds himself in St. Louis, where he meets his eventual partner Eberhard Anheuser in a bar. Anheuser offers him a beer and Busch shows him his sketchbook, where he’s designed the classic Budweiser bottle.

The ad closes out with the tagline, “When nothing stops your dream. This is the beer we drink.” It’s a decidedly pro-immigration message in a time when the political sphere is full of division on the very subject.

“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, Vice President for Budweiser, said in a press release.

The one-minute ad is titled “Born The Hard Way,” and is currently #23 on YouTube’s trending videos. Whether it’s intended as a sly jab at Donald Trump’s recent executive order or not, it’s certain to raise a few eyebrows. But Marques is right. Regardless of political intention, it’s a heartwarming Super Bowl commercial with an empowering message.

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Well, to both football fans and casual viewers, how does this commercial stack up against past Budweiser spots? Will it spark some interesting dinner table conversations or fall flat? Let us know in the comments!

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