Budweiser Super Bowl LI ad tells immigrant story of founder coming to America from Germany

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Budweiser SB LI

Budweiser has released the 60-second spot it will air during the Super Bowl, an ad that tells the story of how its founder Adolphus Busch emigrated from Germany to America in pursuit of his dream to brew beer.

The Budweiser spot is reminiscent of a Miramax period film, with dark lighting and award-level character costumes and makeup. The ad, titled “Born the Hard Way,” opens with the line, “You don’t look like you’re from around here.”

In light of today’s political climate, it would appear Budweiser is using its 60-seconds during the Super Bowl to make a statement — putting a spotlight on how its founder came to St. Louis, Missouri, as an immigrant, “… in pursuit of the American dream.”

Created by the Budweiser’s agency, Anomaly, this will be the brand’s 101st Super Bowl commercial. Anheuser-Busch InBev, Budweiser’s parent company, says it has bought at least three full minutes of Super Bowl ad time this year to be shared among four of its brands: Budweiser, Bud Light, Michelob ULTRA and Busch.

In a release announcing its Super Bowl plans for all four brands, Anheuser-Busch’s VP of marketing, Marcel Marcondes, said it’s using the Super Bowl ads to launch year-long campaigns for the brands.

“For Super Bowl 51, we are not just creating ads for the game, but kicking off strategic creative campaigns for the year,” says Marcondes, “For that reason, we’re debuting new work that we believe will resonate before, during and long after game day.”

Be sure to check out our full list of this year’s Super Bowl LI campaigns, which is being updated as new Super Bowl ads are released: Super Bowl LI advertisers: Here are the brands gearing up for game day.

About The Author

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.


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