Brewing giant takes an unintended step into the country’s immigration debate
Anheuser-Busch InBev unintentionally waded into political controversy with a 60-second Super Bowl commercial that touts inclusion and the American Dream but could end up drawing the ire of half the country.
The spot called “Born the Hard Way” tells the story of Adophus Busch’s emigration from Germany to St. Louis, where he shares a beer with businessman Eberhard Anheuser. The two launched their eponymous company in the 19th century, and it became the largest brewer in the United States.
The ad was released this week and shows Busch navigating the new world against the headwinds of prejudice and hardship.
The commercial’s themes are hope, ambition, patriotism, hard work and self-reliance. And then there’s timing, with Busch and Anheuser’s serendipitous introduction over a beer that led to their dynasty. Forbes magazine estimates the Budweiser brand is worth $23.4 billion.
Turns out, timing is still relevant. Budweiser has released the commercial as President Donald Trump raised a national firestorm with his order last week to temporarily ban refugees and immigrants from seven mostly Muslim-dominated countries as part of his national security policy.
“They hit on a relevant theme that’s going to resonate with half the country,” said Allen Adamson, founder of BrandSimple Consulting, referring to the beer ad. “But in this polarized world, it could easily upset half the country and be seen as political and stepping into something they don’t want to get into. If you feel everyone is out to get your president, this can easily can be interpreted that way.”
“It’s a new complicated time,” said Thomas Ordahl, chief strategy officer at branding firm Landor. “It used to be people avoided politics altogether. You can’t do that anymore as a brand.”
Ordahl said big companies with mass consumer appeal are being forced to navigate the new environment.
Ordahl said millennials want greater transparency from the companies they patronize, on issues such as what they pay, where they source their products and which political figures they support.
“The headline here is brands can’t stand on the sidelines anymore,” Ordahl said. “The knee-jerk is don’t touch. It’s just a third rail. That option is fast disappearing.”
Ron Thompson, creative director at HZDG advertising, headquartered in suburban Washington, said in an email: “I’m sure Bud’s sales are slipping in the younger demo, and they knew that a topic like this would be a hot topic to draw response based around discussions from both parties. What they could not do was forecast the executive order that was signed last week, which will inevitably push this spot into a higher stratosphere for debate and discussion. This started as a concept staged around an edgy subject to remind all people where we came from. It will now come off as a political stance, a perfect or imperfect storm.”
Thompson said Mexican-brewed Tecate Beer first tackled the immigration issue with its 30-second “Beer Wall” spot that showed Americans and immigrants coming together over its beer.
“It got people talking, which is what we creatives try and do everyday,” Thompson said.
Budweiser is known for its catchy Super Bowl advertising, including a solemn and patriotic piece that followed the Sept. 11 attacks. In that spot, which aired only once, Budweiser’s signature Clydesdale draught horses bow toward southern Manhattan.