Budweiser has injected itself into the debate surrounding President Donald Trump’s controversial immigration orders with a new Super Bowl ad about the company’s origins. The one-minute ad, titled “Born the Hard Way,” tells the story of how Adolphus Busch immigrated to the US from Germany in the 1800s, which led to the creation of the Anheuser-Busch brewing company (now AB InBev, the world’s largest beer company). The dramatized origin story shows Busch on a long, arduous voyage to St. Louis, where he meets Ebert Anheuser, fittingly, over a beer.
As Vox points out, Budweiser’s ad campaigns have a history of “flag-waving patriotism” — it rebranded its beer as “America” during last year’s presidential campaign — but its latest commercial carries a more political tone following Trump’s moves to close US borders to refugees and people from seven majority-Muslim countries. It’s an expensive campaign, as well, with the average price of a 30-second Super Bowl ad reaching $5 million this year. Hyundai is also running a 90-second ad that pays tribute to US troops, the Financial Times notes, though the newspaper reports that other advertisers “have been taking pains to avoid even a whiff of overt partisanship” in their Super Bowl spots, given the current political climate in the US.