Anheuser-Busch released its commercial for Super Bowl LI and the internet took notice. The video depicts AB founder Adolpus Busch as he emigrated from Germany to the United States. Many commenting on social media believe it is a direct response to the current political tone in the country.
Budweiser premiered its cinematic short film titled, “Born the Hard Way,” telling Budweiser’s storied history of inception in the mid-1800s.
In a release from AB, Budweiser said it believes “freedom and the pursuit of the American dream are nothing without ambition — something the brand has believed throughout its 141-year history directly dating back to company co-founder Adolphus Busch. The visceral piece of cinematography brings viewers along for the journey as Adolphus Busch sets out to defeat the odds by traveling to America eventually destined to become the largest brewer in the world. The story is one of commitment, passion and never giving up or backing down.”
“This story celebrates Adolphus Busch’s American dream and the bold vision to brew the best beer in the world,” said Peter Kraemer, Budweiser’s fifth generation master brewer. “While everyone knows Budweiser, they don’t necessarily know our story and how we came to be brewed the hard way.”
“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,” said Anomaly Global Chief Creative Officer, Mike Byrne. “Adolphus Busch is the hero of the Anheuser-Busch American dream story, which makes him the perfect protagonist.”
The company also said, throughout 2017, Budweiser will celebrate those who live life on their own terms and never back down.
“Adolphus would be proud to know we are continuing to celebrate his legacy and his relentless pursuit to create the most iconic beer brand in the world,” said Steven Busch, great-great-grandson of founder Adolphus Busch. “It’s an honor to follow in his footsteps in the beer business. He lived the American dream and his perseverance, hard work and unwavering commitment to quality laid the foundation for the success of Budweiser and this great company.”
Some on social media believes Budweiser is “trolling Trump” with the video; others say they will no longer buy AB products.
— arianna (@clarasosswald) February 2, 2017
.@Budweiser You conflated the issue of stopping terrorists from infiltrating "Refugee" programs with legal immigration—then, Budweiser died.
— Katie Wagner-Fox (@KatieWagnerFox) January 31, 2017
— Ray Bruni (@rrbruni1) January 31, 2017
@Budweiser Not for me, not anymore.
— Rolando Gill (@gilrol) January 31, 2017