Budweiser's Super Bowl commercials never disappoint and this year's 60-second spot is no exception.
This year, Anheuser-Busch set aside humor and light-hearted, pet-focused content, to put out an emotional and cinematic commercial about the brewery's origin story.
The clip, titled "Born the Hard Way," follows Busch as he leaves Germany and makes his way to St. Louis.
The immigrant story rings especially poignant a week after an executive order from Donald Trump established a so-called "Immigrant Ban," sparking protests as well as support. While seemingly topical, the beer giant explained that the commercial was in the works long before the murky political situation arose and that it was not intended to make any statement, according to Ad Age.
Anheuser-Busch’s vice president Ricardo Marques said in a release, “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.”
Ad executive Mike Byrne added, “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. Adolphus Busch is the hero of the Anheuser-Busch American dream story, which makes him the perfect protagonist.”
For those who look forward to the Clydesdales' appearance each year, the horses do make a cameo in one of the final scenes.
It all ends on a powerful note with the tagline, “When nothing stops your dream this is the beer we drink.”
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