Budweiser: Born the Hard Way
Named “Born the Hard Way,” the Budweiser Super Bowl commercial was directed by Chris Sargent for agency Anomaly in New York. Chris Sargent also directed Budweiser’s “Not Backing Down” commercial.
The advert showcases Adolphus Busch’s journey from Germany to St. Louis in 1857, and it was filmed in New Orleans, LA, telling Budweiser’s storied history of inception in the mid-1800’s. The film fits in the central theme for the brand in 2017: “celebrate the American dream.”
The advert tagline is “When Nothing Stops Your Dream, This Is the Beer We Drink.”
“This story celebrates Adolphus Busch’s American dream and the bold vision to brew the best beer in the world,” said Peter Kraemer, Budweiser’s fifth generation master brewer. “While everyone knows Budweiser, they don’t necessarily know our story and how we came to be brewed the hard way.”
Added Vice President of Budweiser, Ricardo Marques, “This commercial shows the start of Budweiser’s journey, and while it is set in the 1800’s, it’s a story we believe will resonate with today’s entrepreneurial generation – those who continue to strive for their dreams.”
Since Budweiser’s first Super Bowl debut in 1975, the game day mainstay has aired over 100 pieces of creative, with each Super Bowl offering a unique opportunity to bring the brand’s point of view to life.
“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,” said 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.”
“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. “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.”
“This campaign captures the true heritage of Budweiser and the man who started it all. Adolphus Busch was a visionary who had the courage to pursue his dream,” said August A. Busch III. “His story will resonate with consumers from all walks of life and provide a lasting point of connection to the brand. Great work by the Budweiser team.”