Anheuser-Busch will be promoting Budweiser, Busch, and Bud Light at this year’s Super Bowl. Their 60-second Budweiser ad is a tale about the company’s founder, Adolphus Busch, immigrating to the US in the 1800s.
According to Super Bowl Commercials, the add “recounts the immigration story of Adolphus Busch, highlighting how he overcame discrimination and achieved success when he emigrated from Hamburg, Germany to New Orleans in the mid 19th Century.”
The commercial is directed by Chris Sargent, who rose to prominence with the release of his 2007 ad for the World Wildlife Federation “Beautiful Day”. The Toronto native has received an Emmy for NHLs “Winter Classic”, and has directed ads for Adidas, NBA, Acura, Toyota, Levi’s, New Balance, Lexus, VW and Verizon, and more.
The agency behind Budweiser’s commercial, titled “Born the Hard Way”, is Anomaly. As multiple outlets have noted, the ad is especially relevant as it comes just days after President Trump signed an executive order that aims to ban people from seven majority-Muslim countries from entering the US for three months.
Last year’s Budweiser ad, titled “Simply Put” featured Helen Mirren telling everyone that those who drive drunk are “short-sighted, utterly useless, oxygen-wasting human form of pollution, a Darwin-award-deserving, selfish coward.” Check it out below.