Budweiser has unveiled its Super Bowl advert in an incredibly timely fashion.
The company is famous for its classic, tear-jerking Super Bowl commercials, and this new ad is no exception.
The 60-second ad, “Born The Hard Way,” shows co-founder of the company, Adolphus Busch, played by actor Sam Schweikert, receiving a harsh welcome on arrival in the United States. He sails through storms to reach the U.S. but faces discrimination because of his German heritage from people who tell him to “go back home” and “you’re not wanted here”. However, he eventually meets fellow immigrant Eberhard Anheuser in St. Louis, Missouri.
The commercial is sure to be seen by many as political, given the current climate created by President Donald Trump surrounding the immigration ban.
However, Ricardo Marques, vice president of marketing at Budweiser, insists that the timing is a coincidence. He said the company had been working on the advertisement since May.
“The powerful thing about the story is the fact that it's a human story and the human dream resonating. Of course, it would be foolish to think the current context is not putting additional eyeballs (on the ad), but that was absolutely not the intent and not what makes the spot as special as it is,” he said.
“On Super Bowl Sunday, we want to bring people together in bars across the nation — that's who we are,” he added.
The beer company stressed that the commercial focuses on the universal story of the immigrant.
“This commercial shows the start of Budweiser’s journey, and while it is set in the 1800s, it's a story we believe will resonate with today's entrepreneurial generation — those who continue strive for their dreams,” said Marques.
Jeanine Poggi, media reporter for trade publication Advertising Age, said, “Come Super Bowl, it's probably going to be one of the more talked-about ads given the debate over refugee rights, regardless of Budweiser's attempt never to respond to any sort of political climate.”
Whether the advertisement was aimed to be political, it is certainly pricey for Budweiser. A 30-second spot came with a $5 million price-tag for the Super Bowl, which means Anheuser-Busch likely shelled out $10 million.
And of course, Twitter can’t handle the timeliness of the advertisement:
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