Budweiser’s Super Bowl Ad Celebrates Immigrant Tale of Its Co-Founder

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Budweiser's sneak peek of its Super Bowl commercial departs from their normal content and instead tells the story of company co-founder, Adolphus Busch, as he emigrates from Germany to the United States.

NEW YORK — All-American beer company Budweiser is famous for classic, tear-jerking Super Bowl commercials with golden retrievers and Clydesdales.

This year, Budweiser’s sneak peek of its commercial departs from their normal content and instead tells the story of company co-founder, Adolphus Busch, as he emigrates from Germany to the United States.

The commercial, titled “Born the Hard Way,” and set in the 1800s, follows Busch as he sails through storms to reach the United States, faces discrimination because of his German heritage (Americans he meets tell him “go back home” and “you’re not wanted here”). Eventually, he arrives in St. Louis, Missouri, where he would meet Eberhard Anheuser and go on to create the brewing giant.

The advertisement comes as the nation witnesses widespread protests over President Donald Trump’s controversial immigration ban, but Budweiser insists that the coincidental timing is just that — a coincidence.

Ricardo Marques, vice president of marketing at Budweiser, has said in a statement that the commercial is “a story we believe will resonate with today’s entrepreneurial generation — those who will continue to strive for their dreams.”

Budweiser stressed that the commercial focuses on the universal story of the immigrant.

Mike Bryne, the chief creative officer of the advertisement agency that helped create the commercial, Anomaly, said in a statement, “When Budweiser told us that they wanted to celebrate those who emody the American spirit, we realized the ultimate story lived within their own brand history. Adolphus Busch is the hero of the Anheuser-Busch American dream.”

12 comments

  • Dick Y.

    Yeungling commercial be like- Kick some terrorists down some steps into a wood chipper. This “American” company did everything it could with their investment group to buy out that little brewery in Pottsville. From buying the mass stock of their hops supplier to getting their lobbyists to pay for new legislature to bury them financially. They are still there. In PA. I don’t care if you like their brew, but that is a REAL AMERICAN STORY. Get some Vitamin ‘Y’ bit ches- From the Art of Chuck Norris

  • Thayer Martin

    Bad, bad, terrible decision to air this. The commercial, whether politically intended or not is insulting and alienating to a large segment of their customer base. These folks, like myself will never purchase their products again. You’re talking customers lost FOREVER. When will companies and celebrities learn to keep out of politics? Just keep your mouth shut! It’s just such simple common business sense it’s unbelievable to me that anyone would go there.

    • Chuck Norris vs. Harambe

      I don’t know if you got the memo, stop drinking. If you decide to continue? Grab a Yeungling. It has vitamins you haven’t even heard about yet pussay. Meow dogs represent!

  • pat

    It was a different world back then. People weren’t blowing people up.

    Bye Budweiser, you will never be on my menu.

  • Supporter of America

    So what, history now has to be politically correct? Thank you libtards for wanting everything that makes us us, swept under the rug so we repeat the atrocities of the past. How dare we try to acknowledge what we have done wrong and try to learn from it and use it to make ourselves better as a people and nation. My grandmother and our family have fought racial discrimination , right or wrong, but without it we would not be the same nor have we stopped working to better ourselves.

  • Lloyd Schmucatelli

    Well, since he immigrated to the US in 1857, at the ripe young age of 18, I have a question. Would the black gentleman he is confiding in on the cover picture be his slave? I’m just at looking for historical accuracy here.

    Since WNEP wants to take an obscure Super Bowl commercial and turn it into politics. I want to remain “politically correct” with my observations as I compare them to historical dates for accuracy.

    Just saying.

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