With all the talk of immigration in the political landscape this year, it’s a bit more relevant than Super Bowl commercials like last year’s PuppyBabyMonkey or a Skittles portrait of Steven Tyler. The marketing folks at Budweiser are quick to say though that this isn’t meant as a commentary or statement about the current climate. And while that might be true, it’s certainly piggy-backing on the conversation. Boozist is a politics-free zone unless it involves alcohol though, so I’ll just leave it at that.
Born the Hard Way is a beautiful Budweiser commercial, and I’m not just saying that because it was filmed in New Orleans, which is where I got married two months ago. This new campaign is a stellar course for the brand, and now we just sit back and wait for episode 2, in which Adolphus Busch tames a wild Clydesdale with nothing but a bucket of barley.
Here’s part of the press release for the Budweiser commercial airing during Super Bowl LI. It appears to be just the first in a long campaign.
NEW YORK, Jan. 31, 2017 — Budweiser, no stranger to the Super Bowl, will use its coveted minute of advertising airtime to celebrate the American dream – a central theme for the brand in 2017. To officially kick-off its yearlong campaign, the brand is premiering a cinematic piece of film titled, “Born the Hard Way,” telling Budweiser’s storied history of inception in the mid-1800’s.
Budweiser believes freedom and the pursuit of the American dream are nothing without ambition — something the brand has believed throughout its 141-year history directly dating back to company co-founder Adolphus Busch. The visceral piece of cinematography brings viewers along for the journey as Adolphus Busch sets out to defeat the odds by traveling to America eventually destined to become the largest brewer in the world. The story is one of commitment, passion and never giving up or backing down.
“This story celebrates Adolphus Busch’s American dream and the bold vision to brew the best beer in the world,” said Peter Kraemer, Budweiser’s fifth generation master brewer. “While everyone knows Budweiser, they don’t necessarily know our story and how we came to be brewed the hard way.”
Added Vice President of Budweiser, Ricardo Marques, “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.”
“When Budweiser told us they wanted to celebrate those who embody the American spirit, we realized the ultimate story lived within their own brand history,” said Anomaly Global Chief Creative Officer, Mike Byrne. “Adolphus Busch is the hero of the Anheuser-Busch American dream story, which makes him the perfect protagonist.”