Only days after President Donald Trump signed executive orders to increase immigration restrictions, Budweiser released a powerful Super Bowl commercial titled “Born the Hard Way.” The ad, created by the beer company Anheuser-Busch InBev, pays homage to its German immigrant co-founder Adolphus Busch.
The dramatized commercial begins with Busch being told that he doesn’t look like he’s from around the area.
Throughout his rough journey in 1857, Busch is seen working on an idea in dim light. It’s evident that the co-founder had his mind set on brewing beer in America from the beginning. Despite being let into the US, Busch still encounters individuals who insult him because he’s an immigrant. He’s shoved and yelled to “Go back home” and “You’re not wanted here.” But this doesn’t discourage Busch from eventually settling in St. Louis, Missouri to begin brewing beer.
An influential moment that might speak to many is when Busch passes a stranger who tells him, “Welcome to St. Louis, son.”
It's the first time since his arrival that Busch has been met with warm words. Today the beer behemoth, Anheuser-Busch InBev, is a historic landmark in St. Louis. This wouldn’t have happened if Busch hadn’t been allowed to set deep roots in America, where more than 100 brands of beers are currently produced.
The ad comes at a pivotal time in US politics. President Trump has caused global controversy with his 90-day ban of immigrants and refugees from seven Muslim-majority countries. Americans, from coast to coast, gathered at airports to protest Trump’s decision, including at Lambert-St. Louis International airport.
There has been speculation that the ad purposely jabs at Trump during this particular time, despite it being in the works for over eight months, according to Adweek. It may also be important to note that Trump’s grandfather immigrated from Germany.
The ad ends with the message, “When nothing stops your dream, this is the beer we’ll raise.” The minute-long commercial has ranked over six million views on Youtube since its release on Tuesday.
(But we're pretty here for it.)