Budweiser’s impactful Super Bowl advertisement ignites controversy. The Super Bowl is renowned not only for its thrilling football action but also for its memorable commercials. This year saw standout performances, including Melissa McCarthy’s hilarious Kia promo and a teaser for the popular “Stranger Things” Season 2. However, the ad that has captured the most attention comes from Budweiser, the self-proclaimed “king of beers.”
The advertisement produced by Anheuser-Busch InBev recounts the story of the company’s founder, Adolphus Busch, who immigrated to the U.S. from Germany in 1857. Facing numerous hardships and discrimination, Busch eventually arrives in America, where he confronts xenophobia but continues his journey. His perseverance leads him to St. Louis, where he partners with Eberhard Anheuser, setting the stage for the brand’s legacy.
With its cinematic quality, emotional resonance, and a message that embodies the American Dream—life, liberty, and the pursuit of happiness—the ad highlights the unique struggles immigrants encounter while striving for their version of the American Dream. It’s an ad that seems to encapsulate the human experience and what it means to be American, making it difficult to fathom why anyone would take issue with it.
However, the climate of America in 2017 tells a different story. Despite Budweiser’s claim that the ad had been in development for nearly a year and serves as a tribute to its founder’s journey, its release coincided with the President’s controversial travel ban affecting several Muslim-majority countries. This timing spurred backlash on social media, with some asserting that “the American Dream” doesn’t extend to immigrants, despite the fact that many people in the U.S. are either immigrants or descendants of immigrants.
Shortly after the ad aired, critics began expressing their discontent online, suggesting that it was a criticism of the travel ban. But, don’t lose faith in humanity just yet. As the hashtag #BoycottBudweiser began trending, many social media users swiftly defended the ad and its message of inclusivity.
Budweiser wasn’t alone in promoting messages of love and acceptance during the Super Bowl. Coca-Cola showcased an ad featuring a multilingual rendition of “America the Beautiful,” while Audi highlighted its commitment to gender equality. Airbnb also made waves with a last-minute ad that celebrated diversity, concluding with the resonant hashtag #WeAccept, which gained traction during halftime.
As they say, the adversary of my adversary is my new favorite product. Personally, I found myself purchasing a twelve-pack of both Budweiser and Bud Light despite not typically being a beer drinker.
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In summary, Budweiser’s Super Bowl ad, which highlights the journey of an immigrant achieving the American Dream, has sparked significant controversy in a divided America. Critics have attempted to boycott the brand, but many have rallied in support, emphasizing the importance of inclusivity and acceptance.