Budweiser’s Super Bowl Commercial Sends Powerful Pro-Immigrant Message

Budweiser’s new commercial strikes a controversial chord by telling the story of its founder, a German immigrant

Super Bowl commercials are meant to get people talking. This one does the trick.

Super Bowl LI is several days away, but people are already talking about this year’s commercials, most notably Budweiser’s. The pro-immigration story of Anheuser-Busch founder Adolphus Busch’s journey to America will surely resonate with viewers, especially in light of President Trump’s recent immigration ban.

The advertisement begins with an eerie voiceover saying, “You don’t look like you’re from around here,” and follows the story of Busch as he leaves his family in Germany to chase his dreams of making beer in America. The commercial shows how Busch encountered xenophobia — passersby taunt “go back where you came from” the second he hits American soil — and how he survived other hardships that still ring true for immigrants today. The commercial ends with a slogan, “Anheuser-Busch: Where Nothing Stops Your Dream.”

“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, told The Washington Post. “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.”

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Of course, the ad itself has paved the way for a new trending hashtag, #BoycottBudweiser.