In the world of Super Bowl commercials, creativity and humor are often on full display. This year’s lineup included memorable ads like Melissa McCarthy’s hilarious Kia spot and a sneak peek into “Stranger Things” Season 2. However, the ad that really captured everyone’s attention came from Budweiser, the renowned “king of beers.”
The ad, produced by Anheuser-Busch InBev, tells the compelling story of the company’s founder, Adolphus Busch, who immigrated to the United States from Germany in 1857. It portrays his journey, filled with adversity and xenophobia, as he strives to achieve the American Dream. Ultimately, Busch arrives in St. Louis, where he partners with Eberhard Anheuser, laying the foundation for what would become a brewing empire.
With its cinematic storytelling and poignant message, the ad resonates deeply with the essence of the American Dream—life, liberty, and the pursuit of happiness. It paints a vivid picture of the challenges faced by immigrants, making it a touching tribute to the diverse tapestry of American life. One would think such a heartfelt message would be universally embraced, but alas, this is America in 2017.
Despite the company’s assertion that the ad had been in development for nearly a year, its release coincided with the controversial travel ban proposed by the then-President, which targeted several Muslim-majority countries. Predictably, this sparked backlash on social media, with critics accusing Budweiser of taking a stance against the ban. The hashtag #BoycottBudweiser quickly began trending, showcasing the ugly side of public discourse.
However, not all responses were negative. Many social media users rallied to defend Budweiser, celebrating its message of inclusion and acceptance. Other brands joined the conversation, including Coca-Cola, which aired an ad featuring a multilingual rendition of “America the Beautiful,” and Audi, who advocated for gender equality. Airbnb’s last-minute spot also received praise by promoting a message of acceptance and belonging, going viral during halftime with its hashtag #WeAccept.
In a twist of irony, the backlash against Budweiser’s ad led many to support the brand even more fervently. I found myself purchasing a twelve-pack of Budweiser and Bud Light, despite not being a regular beer drinker. It’s fascinating how adversity can sometimes unite people, prompting them to support what they believe in.
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In summary, Budweiser’s Super Bowl ad serves as a powerful reminder of the struggles faced by immigrants in pursuit of the American Dream, while also highlighting the divisive climate of contemporary America. The backlash it received reveals the polarizing nature of such discussions, but it also sparked a rallying cry for many who believe in love, acceptance, and unity.