Budweiser appears to be jumping into the debate over immigration with its new Super Bowl ad – but they’re not. At least, they didn’t do it on purpose. The company’s new minute-long commercial is called “Born the Hard Way” and shows a young Adolphus Busch‘s journey from Germany to America in the 1800s. He wasn’t warmly received. At the time, many immigrants were the subject of much scorn – something reflected in the spot.
The odyssey culminates in St. Louis where he meets Eberhard Anheuser over a discussion about beer. As the story goes, it led to the creation of Anheuser-Busch. The ad comes amid the heated debate over President Trump’s moves on immigration and refugees. And while the reaction has been mixed – as many people in support as against it – what most don’t realize is that the commercial was shot ages ago.
“We created the Budweiser commercial to highlight the ambition of our founder, Adolphus Busch, and his unrelenting pursuit of the American dream,” Marcel Marcondes, vice president of marketing at Anheuser-Busch InBev, said in a statement. “This is a story about our heritage and the uncompromising commitment that goes into brewing our beer. It’s an idea we’ve been developing along with our creative agency for nearly a year.”