Budweiser Super Bowl spot highlights founder’s ‘American Dream’

NEW YORK — Budweiser this week shared its minute-long ad that will air during Super Bowl LI on Feb. 5, marking its 28th year as the big game’s exclusive beer category advertiser. The cinematic commercial, “Born the Hard Way,” tells the story of Budweiser’s beginnings in the mid-1800s. 

 

The commercial shows Budweiser co-found Adolphus Busch’s beginnings as an immigrant from Germany who sets out for America, where he ends up in St. Louis to start the company that would become the world’s largest brewer. 

 

“This story celebrates Adolphus Busch's American dream and the bold vision to brew the best beer in the world,” Budweiser fifth-generation master brewer Peter Kraemer said. “While everyone knows Budweiser, they don't necessarily know our story and how we came to be brewed the hard way.”

 

The ad — marking the 42nd year Anheuser-Busch will advertise during the Super Bowl — is intended to kick off Budweiser’s yearlong ambition-inspired platform that it will use to celebrate those who live on their own terms, the company said.

 

“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 Adolphus Busch. “It's an honor 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.”