Budweiser Super Bowl ad sparks boycott calls

Budweiser Super Bowl ad sparks boycott calls

Budweiser has sparked controversy and calls for a boycott with a Super Bowl ad that featured a politically-charged immigration theme.

The cinematic 60-second Born The Hard Way spot captured the pre-game buzz by chronicling co-founder Adolphus Busch’s journey from Germany to St Louis in 1857.

The man jumps off a burning steamboat and is told “You don’t look like you’re from around here” and “Go back home” before catching a glimpse of Budweiser’s iconic Clydesdales mascots and meeting fellow immigrant Eberhard Anheuser.

The theme touched a raw nerve amid President Donald Trump’s tough stance on immigration and his order to temporarily ban immigrants form seven countries that are majority Muslim.

The beer company billed the ad as the “the story of our founder and his pursuit of the American Dream” and the ad was one of the most watched spots ahead of the game.

But some protested its immigration theme on Twitter and called for a boycott.

The task of advertisers this year, with a divisive political climate since Mr Trump took office, has been much of a balancing act.

Paying $5m (£4m) for 30 seconds to capture more than 110 million expected viewers, advertisers have had to walk the line with ads that appealed to everyone and didn’t offend.

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Airbnb’s ad was one of the more overtly political, showing a variety of different faces with the tagline “We accept”.

A debut Super Bowl spot by the It’s A 10 hair care brand introduced its line of men products by joking about Mr Trump’s famous hair.

“America, we’re in for four years of awful hair, so it’s up to you to do your part by making up for it with great hair,” a voiceover said.

Ads with light humour and stuffed with celebrities were popular.

Honda’s ad made a splash by animating the yearbook photos of celebrities including Steve Carell, Tina Fey, Jimmy Kimmel and Robert Redford.

Snickers got tons of press by airing a live ad in the third quarter.

On a Wild West set, Adam Driver – the actor best known for Girls and Star Wars: The Force Awakens – seems to not know the ad is live.

The set falls apart (on purpose). “You ruin live Super Bowl commercials when you’re hungry,” the ad’s tagline reads.

Source: Sky News – Entertainment

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