Budweiser has come out with its Super Bowl ad for this year.
Titled “Born The Hard Way,” it shows the 1857 journey of Adolphus Busch from Hamburg, Germany as an immigrant into the United States, ultimately to St. Louis.
Dropping into the debate on immigration, it has people on both sides of the issue talking.
Some are seeing it as a rebuke to Trump. Some point out the rejection of Busch from Americans, “You are not welcome here!” Others note, pointedly, that Busch entered legally, as the ad shows him being processed through immigration.
The company denies any political message with their ad.
“It’s true, Adolphus Busch made an incredible journey to this country, and that’s really what this is about. It’s about his vision, his dream, everything that he doest to achieve that,” says Budweiser vp Marques “Even though it happened in the 1850s, it’s a story that is super relevant today. That’s what we’re honing in on; it’s the pursuit, the effort, the passion, the drive, the hard work, the ambition, that’s really what this is about more than anything else.”
In other words, yes, it’s a relevant story for today’s political climate, but not one intended to convey a political message.
“There’s really no correlation with anything else that’s happening in the country,” he says. “We believe this is a universal story that is very relevant today because probably more than any other period in history today the world pulls you in different directions, and it’s never been harder to stick to your guns.”
However, as noted by Breitbart, the company once ran a Bud Light ad about “gender pay gay” that received quite a bit of negative response. So they aren’t above running a spot with politics involved.