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Budweiser's Super Bowl Ad Touches on Immigration

February 1st, 2017

Budweiser's Super Bowl ad pays homage to its co-founder, Adolphus Busch.The 60-second spot, called "Born the Hard Way," details Busch's hardscrabble migration from his homeland of Germany to St. Louis, where the ad shows the hostility he faced when he arrived in America in 1857. As an actor playing the sharply dressed Busch wanders through the crowd, a man yells, "You're not wanted here, go back home."

Busch escapes a boat inferno and treks through mud to get to his final destination, and he's seen at the end of the ad having a beer with co-founder Eberhard Anheuser.

The chief creative officer of Anomaly, the ad agency that created the spot, said his team had been tasked with celebrating "those who embody the American spirit"—and realized Budweiser's own origin story was the fodder for their commercial. One beer exec explains, "While it is set in the 1800s, it's a story we believe will resonate with today's entrepreneurial generation."

The ad ends with an Anheuser-Busch logo over the tagline "When nothing stops your dream." Hours after the ad went viral, the beer maker announced the commercial has NOTHING to do with President Trump's 'travel ban'.

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