Budweiser’s 2017 Super Bowl commercial, titled “Born the Hard Way,” is a cinematic and emotionally charged advertisement that tells the story of the company’s co-founder, Adolphus Busch, and his arduous journey to America in pursuit of his brewing dream. Set in the 19th century, the one-minute ad captures the trials and tribulations of immigration, ambition, and perseverance, all while tying into the brand’s deeply rooted history in American culture. The commercial resonated with audiences by blending historical realism with a timely and inspirational message about determination, resilience, and the American Dream.
The ad opens in a dimly lit setting, with a lone man aboard a storm-tossed ship crossing the Atlantic Ocean. Adolphus Busch, a young German immigrant, endures rough seas and stormy weather as he embarks on his journey to America. The scene is dark and ominous, immediately immersing the viewer in the hardships he faces. Rain lashes at his face, waves crash violently against the ship, and the tense atmosphere sets the stage for the emotional narrative that follows.
Upon arriving in America, Busch is met with hostility and prejudice. “You don’t look like you’re from around here,” sneers one man, while another aggressively tells him, “Go back home.” The harsh reception highlights the challenges faced by immigrants in their quest for a better life. Despite the adversity, Busch remains undeterred and continues his journey through unfamiliar and sometimes hostile terrain.
As he treks through muddy roads and dense forests, Busch’s determination is evident. The ad captures his struggles, from barely escaping a fire in a riverboat to trudging through harsh landscapes with only his dreams to sustain him. The cinematography effectively conveys the grueling reality of his journey, utilizing muted color tones and intense close-ups that emphasize his hardships. Each scene builds upon the idea that success is not handed to anyone—it must be earned through perseverance and hard work.
Eventually, Busch arrives in St. Louis, Missouri, exhausted and worn but filled with resolve. He steps into a bar where he meets Eberhard Anheuser, another German immigrant with a passion for brewing. Anheuser welcomes Busch warmly, offering him a drink and, ultimately, a partnership. This moment marks the beginning of what would become Anheuser-Busch, the brewery that would later produce Budweiser, one of the most iconic beers in the world.
The tagline, “When nothing stops your dream, this is the beer we drink,” appears as the ad concludes. This final message reinforces the themes of determination, ambition, and perseverance, directly tying them to Budweiser’s brand identity. The commercial not only tells a compelling historical tale but also positions Budweiser as a symbol of the American Dream—built on resilience, hard work, and the willingness to push through obstacles.
The impact of “Born the Hard Way” was profound. Released during a time of heated debates on immigration in the United States, the ad was interpreted by many as a statement on the values of inclusivity and opportunity. While some viewers saw it as a politically charged message, Budweiser clarified that the ad was intended to celebrate the company’s history rather than serve as a commentary on contemporary issues. Regardless, the commercial sparked conversations across social media and news outlets, further amplifying its reach and impact.
The ad’s production quality is another reason for its success. Directed with cinematic precision, it employs a visually rich narrative style that feels more like a short film than a commercial. The use of dramatic lighting, powerful musical scores, and authentic period costumes adds to its immersive quality. The storytelling is tightly woven, making every second count in delivering an emotionally compelling message.
Beyond its historical and emotional appeal, “Born the Hard Way” also reinforces Budweiser’s longstanding reputation as a beer that embodies the American spirit. By aligning itself with themes of perseverance, ambition, and success against the odds, Budweiser strengthens its connection with its audience, reminding them that the brand’s roots are deeply embedded in the American experience.
In conclusion, Budweiser’s 2017 Super Bowl commercial “Born the Hard Way” is a masterful blend of storytelling, history, and branding. Through the powerful tale of Adolphus Busch’s journey, the ad conveys a universal message of perseverance and ambition while reaffirming Budweiser’s status as an emblem of the American Dream. With its cinematic execution and poignant themes, the commercial not only left a lasting impression on audiences but also reinforced the brand’s commitment to celebrating hard work and resilience.
