Friday, February 3, 2017

"The Boston Globe" : Budweiser’s Super Bowl ad celebrates immigrant founder

The Super Bowl is regularly the most widely watched program in the United States each year. "Our focus this week is on our Super Bowl ads and our brands," he said. The company is an annual fixture in the Super Bowl ad lineup, and this year's game between the New England Patriots and Atlanta Falcons will mark the brand's 42nd appearance. Titled "Born the Hard Way," it dramatizes Busch's travel from Germany to the United States. But a new ad slated to air during the Super Bowl Sunday night — and released online Tuesday — will put the heated issue in front of millions of Americans by paying tribute to immigrants who overcame hardships to succeed.


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Budweiser's Super Bowl ad is an immigrant story


Budweiser's Super Bowl ad is an immigrant story
Budweiser's newly released Super Bowl LI ad is a minute-long origin story. Chris Sargent, who also made Bud's 2015 Super Bowl spot "Not Backing Down," directed the commercial. It can be seen here:The ad kicks off a year-long campaign for Budweiser, which has traditionally done very well in Ad Meter. "Born the Hard Way" follows the journey of Anheuser-Busch brewery co-founder Adolphus Busch, a German immigrant who came to the United States and settled in St. Louis in the 1800s. Starting in 2013, the company won the annual competition three years in a row.

Budweiser's Super Bowl ad casts Adolphus Busch as an immigrant success story (VIDEO).


Budweiser's Super Bowl ad casts Adolphus Busch as an immigrant success story (VIDEO).
And just how representative of the immigrant experience is Adolphus Busch, anyway? It's an alternate view of the Adolphus Busch story. Adolphus Busch did not arrive poor and struggling. What's true is, yeah, there was a guy named Adolphus Busch. He did land in New Orleans and come up the river to St. Louis, and there was a guy named Eberhard Anheuser that he became partners with.


collected by :Andro Alex

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