Budweiser immigrant Super Bowl ad faces alt-Right backlash

It will be hard to put politics to one side when the game kicks-off on Sunday...

BY Joseph Conroy 15:49 Wednesday 1 February 2017, 15:49 1 Feb 2017

Beyonce's performance last year provoked complaints from some viewers/ Matt Slocum AP/Press Association Images

Budweiser is know for its 'Red White and Blue' label and use of brash patriotic imagery (it even changed its name to 'America' temporarily during the US election) - but it's new Super Bowl TV spot hits on more complicated themes.

One week after US President Donald Trump introduced new border controls which block entry to the state from 7 prominently Muslim nations, the brand has highlighted its immigrant origins.

The 60 second Super Bowl advert titled 'Born the Hard Way' traces Adolphus Busch's journey from Germany to the US in 1857.

After being confronted by a barman who remarks, "You don't look like you're from around here" the newcomer is comforted by Eberhard Anheuser who buys him a beer.

The two formed Anheuser-Busch - now AB InBev - the world's largest beer company.

"Even though it happened in the 1850s, it’s a story that is super relevant today. That’s what we’re honing in on; it’s the pursuit, the effort, the passion, the drive, the hard work, the ambition, that’s really what this is about more than anything else," the company's head of marketing Ricardo Marque commented.

Breitbart - the alt-Right news service which came to prominence during the 2016 US presidential election summarised the ad as 'Ugly Americans harass hero immigrant.' Its founder Steve Bannon is one of Mr Trump's key-advisers.

"There’s really no correlation with anything else that’s happening in the country," Budweiser's Ricardo Marques said, speaking to Ad Week.

"We believe this is a universal story that is very relevant today because probably more than any other period in history today the world pulls you in different directions, and it’s never been harder to stick to your guns," he added.

Last year's event provoked complaints from some viewers as Beyonce's halftime performance featured dancers dressed as Black Panther members - while Clodplay's appearance used the colours of the rainbow flag and the message 'Believe in Love' which was read by some as an endorsement of gay marriage.

 

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