Budweiser, known for some the most memorable ads for the Super Bowl, is back to win hearts once again. The famous beer brand will celebrate the “American dream”, which is the central theme for the brand in 2017 and to kick off the campaign, the company has premiered “Born the Hard Way,” a cinematic film sharing Budweiser’s storied history of inception in the mid-1800’s.
The piece shows the journey of immigrant Adolphus Busch and his journey to America and to become one of the largest brewer in the world. The story shares the message of commitment, passion and never giving up.
“Adolphus would be proud to know we are continuing to celebrate his legacy and his relentless pursuit to create the most iconic beer brand in the world,” said Steven Busch great-great-grandson of founder, Adolphus Busch, in a statement. “It’s an honour to follow in his footsteps in the beer business. He lived the American dream and his perseverance, hard work and unwavering commitment to quality laid the foundation for the success of Budweiser and this great company.”
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.
“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,” added 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.”
Throughout 2017, Budweiser will celebrate those who live life on their own terms and never back down. For those, who think the brand was trying to get political, Marcel Marcondes, VP of or marketing at Anheuser-Busch InBev, said in a statement. “However, we recognize that you can’t reference the American dream today without being part of the conversation.”
