Mediaboss Marketing

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' tracesAdolphus 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 byEberhard 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, its a story that is super relevant today. Thats what were honing in on; its the pursuit, the effort, the passion, the drive, the hard work, the ambition, thats really what this is about more than anything else," the company's head of marketingRicardo Marque commented.

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

"Theres really no correlation with anything else thats happening in the country," Budweiser's Ricardo Marques said, speaking toAd 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 its 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 appearanceused 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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Budweiser immigrant Super Bowl ad faces alt-Right backlash - Newstalk 106-108 fm