Budweiser’s immigrant themed Super Bowl ad signals start of ‘ambition inspired’ positioning

Budweiser will use the weighty medium of the Super Bowl to kick off a year-long campaign that celebrates the idea of the American Dream, beginning with a cinematic spot that tells the story of Adolphus Busch, the immigrant co founder of parent company Anheuser-Busch.

The spot named ‘Born the Hard Way’ and created by Anomaly, tells the story of Budweiser’s origin, and follows Busch as he makes the journey from Germany to the US to follow his dreams against the odds.

Vice president of Budweiser, Ricardo Marques said of the campaign: "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."

Throughout 2017, Budweiser said its central theme will be to “celebrate those who live life on their own terms and never back down”.

"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."

Super Bowl LI marks the 28th year that Budweiser has been the exclusive beer category advertiser of the Super Bowl and Anheuser Busch's 42nd year advertising in the game.

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