Budweiser’s epic Super Bowl LI commercial shows its founder immigrating to America


America’s immigration policies have been a hot new topic this week. On Sunday, it’ll be brought before million and millions of viewers during Super Bowl LI, when Budweiser rolls out a powerful new commercial sometime during the game between the New England Patriots and Atlanta Falcons.

The clip is titled “Born the Hard Way” — not to be confused with Halftime Show performer Lady Gaga’s “Born This Way” — and it can be viewed below.

“This is the story of our founder’s ambitious journey to America in pursuit of his dream: to brew the King of Beers,” Budweiser writes.


The clip is set in the 1800s and depicts Adolphus Busch on his journey to America from Germany. He settles in St. Louis and eventually meets Eberhard Anheuser.

“When Budweiser told us that they wanted to celebrate those who embody the American spirit, we realized the ultimate story lived within their own brand history,” says Mike Bryne, the chief creative officer of advertisement agency Anomaly, via CNN. “Adolphus Busch is the hero of the Anheuser-Busch American dream.”

Expect a lot of discussion over this ad between now and Sunday — and possibly beyond.