To non-football fans, the commercials are as big of a part of the Super Bowl as the actual game is. As the creator of some of the most memorable big game ads in history, Budweiser released their masterpiece for Super Bowl LI Tuesday.
The company, a least for this year, has moved away from the cute and cuddly puppies used in previous Super Bowl spots that were loved by so many. Instead, this year’s ad takes place in 1857, telling the tale of the company’s founder Adolphus Busch’s arduous journey from Germany to America, where he went on the start the company which we now know today.
The spot, titled “Born the Hard Way,” comes at an ironic time for the country, when a whirlwind debate regarding immigration policy and Donald Trump’s executive actions are being criticized by many. According to Ad Age at least, that was not the intent.
Shot in New Orleans, the staple Clydesdale horses do make an appearance, more-so as secondary characters in the ‘St. Louis’ scene.
Ricardo Marques, Anheuser-Busch InBev’s VP for Budweiser, said in the commecial’s press release, “This commercial shows the start of Budweiser’s journey, and while it is set in the 1800’s, it’s a story we believe will resonate with today’s entrepreneurial generation — those who continue strive for their dreams.”