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Published: Sat, February 04, 2017
Tech | By Dwayne Harmon

Budweiser's new Super Bowl ad highlights immigrant journey of founder

Budweiser's new Super Bowl ad highlights immigrant journey of founder

Many marketing experts believe Super Bowl advertisers will take the latter route.

Toyota's Lexus channels dance in its 2017 Super Bowl ad for the Lexus LC, with Sia's "Move Your Body" playing in the background as flashes of a man dancing and aspects of the auto glide across the screen.

The advert is set to air on Sunday during the National Football League championship match on Fox, a show which regularly gets over 100 million viewers in the United States alone.

Super Bowl commercials have not been immune from these changes. Yet this year's crop may not be able to sidestep the filter of partisan politics even when their companies are aiming for a lighter, humorous message.

Only 33 percent of consumers can remember seeing a typical Super Bowl commercial in the first place.

Drexel University'sRajneesh Suri, PhD, a professor of marketing and associate dean for research at the LeBow College of Business, provided some insight on what it takes to produce a successful Super Bowl commercial. But, it also happened to touch on a serious and timely political debate happening around the world.

"Those millions and millions of viewers will be watching the game with beer, chips and with guacamole".

Past year the brands that won in terms of volume of hashtag mentions were Esurance-because it had a sweepstakes to win $1M, and Avocados from Mexico's "Avos in Space".

The goal, he said, is "to focus on positiveness and not get distracted by the politics".

However, representatives for Anheuser-Busch attempted to shut down political speculation by saying that the commercial was only meant to be about Busch's ambition and entrepreneurial spirits, rather than commentary on the president's immigration policies. These days, companies want people to buzzing about their commercials well before they are set to debut.

Extraordinarily, Budweiser released one of the most perfectly-timed adverts in recent memory: a one-minute clip telling the tale of co-founder Adolphus Busch's travels to America.

The advertisement comes as the nation witnesses widespread protests over President Donald Trump's controversial immigration ban, but Budweiser insists that the coincidental timing is just that - a coincidence.

A press release was issued about the Budweiser immigration ad. "Go back home!" But he stays and creates Budweiser.

"A beer for my friend", Anheuser says, purchasing the beverage for Busch, who seems surprised by the gesture.

Ahead of the commercial's airing on Sunday, some Trump supporters have already created a boycott in response to the ad with the hashtag #boycottbudweiser. For instance, a company may upload the spot to YouTube before spreading it around Facebook (FB - Free Report) and Twitter (TWTR - Free Report).

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