About Our People Legal Stuff Careers
FILE - In this Thursday, March 5, 2015, file photo, Budweiser beer cans are on ice at a concession stand at McKechnie Field in Bradenton, Fla. On Wednesday, Sept. 28, 2016, it was announced that Budweiser maker Anheuser-Busch InBev will pay $6 million to the Securities and Exchange Commission to settle charges that the company made improper payments to government officials in India to promote its products and then tried to hush an employee who reported the violations. (AP Photo/Gene J. Puskar, File)

Budweiser's Super Bowl ad tells the story of the immigrant who co-founded its brewery


Budweiser's newly released Super Bowl advertisement "Born the Hard Way" tells the story of how the mega-brewery Anheuser-Busch was born. 

The 60-second origin story follows immigrant Adolphus Busch as he travels to the United States from Germany in 1857. When he arrives, Busch is told, "You're not wanted here! Go back home." 

The ad shows Busch escaping from a burning riverboat and then settling in St. Louis, Missouri, where he meets the co-founder of the company that would make Budweiser. 

Budweiser 2017 Super Bowl Commercial | “Born The Hard Way”

WATCH | Here's Budweiser's 2017 Super Bowl ad, "Born the Hard Way." 

"This commercial shows the start of Budweiser’s journey, and while it is set in the 1800s, it's a story we believe will resonate with today's entrepreneurial generation -- those who continue strive for their dreams," Ricardo Marques, Anheuser-Busch's vice president of marketing for Budweiser said in a statement.

The ad's release comes within a week of President Trump's controversial executive order, which temporarily bans refugees, as well as immigrants from seven majority-Muslim countries. 

Budweiser insisted the commercial is simply focused on the story of the American dream and isn't meant to be a response to Trump's order. 

“When Budweiser told us they wanted to celebrate those who embody the American spirit, we realized the ultimate story lived within their own brand history,” said Mike Byrne, chief creative officer at the ad company, Anomaly. “Adolphus Busch is the hero of the Anheuser-Busch 'American dream' story, which makes him the perfect protagonist.”

Budweiser's ad even managed to work in Anheuser-Busch's iconic Clydesdales. 

The commercial ends with the message: "When nothing stops your dream this is the beer we drink." 

Read Comments
Facebook Twitter Instagram Pinterest Linked In List Menu Enlarge Gallery Info Menu Close Angle Down Angle Up Angle Left Angle Right Grid Grid Play Align Left Search Youtube Mail Mail Angle Down Bookmark