Budweiser’s new Super Bowl commercial tells the story of the German immigrant who co-founded Anheuser-Busch and the brand’s deep roots in St. Louis.
The beautifully shot commercial, titled “Born the Hard Way,” was released Tuesday, and hits in the midst of a raging immigration debate.
It celebrates the struggle of the company’s founder to make it to St. Louis — still the company’s headquarters — and realize his vision of creating a new kind of beer.
Shot in New Orleans, the commercial depicts the young man wading through mud and sitting in a tiny boat reading a book and ends with him meeting Eberhard Anheuser at a bar. It is set in the mid-1800s.
The ad spot is a major creative break from Budweiser’s years of ads featuring cute puppies and the Clydesdales. The campaign will continue throughout 2017, and will celebrate people who “live life on their own terms and never back down,” the company said in a statement.
The brewer chose to reveal the ad during a global debate about Donald Trump’s temporary ban on immigration from seven Middle Eastern nations. It appears tailor-made for the times.
“Budweiser believes freedom and the pursuit of the American dream are nothing without ambition,” according to the statement.
It adds: “The story is one of commitment, passion and never giving up or backing down.”
Take a look, it is prophetic and wonderful!