Budweiser’s latest Super Bowl ad might not intentionally be commenting on today’s political climate, but it’s set to send a potent message towards the power of inclusion this upcoming Super Bowl weekend.
A teaser has been released for the brand’s 60-second spot “Born The Hard Way.” The ad will show the story of co-founder Adolphus Busch traveling from Germany to the United States in the mid-1800’s. According to AdWeek the full spot shows Busch’s tribulations to get to the U.S. – such as jumping off a burning steamboat.
Laura Rowan read some of the script to Adweek:
“This is the story of the original self-made man, one of the founders of the American Dream, making it the hard way, and his path that all came after him followed … We then see the words appear: ‘When nothing will stop your dream, this is the beer you’ll drink.’ We end with the Budweiser logo and [tagline], ‘This Bud’s for you.”
While Budweiser VP Ricardo Marques denied to AdWeek any correlation between the ad and what’s going on today under President Donald Trump’s harsh immigrant ban, the timing of the ad is just right. Showing an immigrant migrate to the U.S. to start a successful business shows the power of immigration and why it’s not something that should be eliminated – but embraced.
Intentional or not, the timley Budweiser advertisement should pack more of a punch than other spots. Hopefully, some Americans watch it and realize the importance of immigration.