The Washington PostDemocracy Dies in Darkness

A Boycott Budweiser movement begins over Super Bowl immigration ad

Budweiser's Super Bowl ad highlights its co-founder's pursuit of the American dream. (Video: Budweiser)

In one of the more unlikely developments surrounding a sports event, a Boycott Budweiser movement has taken root over the commercial that features an immigration theme.

In a sepia-toned flashback, the company pays tribute to a German immigrant named Adolphus Busch who comes to St. Louis from Germany and decides to brew beer when he meets Eberhard Anheuser. Along the way, Busch faces taunts about how he doesn’t “look like he’s from around here,” a message that comes on the heels of a controversial immigration ban imposed by President Trump.

“Our focus this week is on our Super Bowl ads and our brands,” Marcel Marcondes, vice president of marketing at Anheuser-Busch, wrote in an email to The Post. “We created the Budweiser commercial to highlight the ambition of our founder, Adolphus Busch, and his unrelenting pursuit of the American dream. This is a story about our heritage and the uncompromising commitment that goes into brewing our beer. It’s an idea we’ve been developing along with our creative agency for nearly a year.”

Still, social media users were angry enough to suggest they’d look for a different brand of suds.