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Budweiser is winning the Super Bowl attention battle with this immigration-themed ad

The ad depicts Adolphus Busch as an unwelcome German immigrant.

Budweiser’s “Born the Hard Way” Super Bowl ad
Jason Del Rey has been a business journalist for 15 years and has covered Amazon, Walmart, and the e-commerce industry for the last decade. He was a senior correspondent at Vox.

All attention is good attention, right?

Heading into Super Bowl Sunday, Budweiser is winning on the web among Super Bowl ads for its spot depicting the immigrant journey of its German founder, Adolphus Busch.

The ad, dubbed “Born the Hard Way,” was released online following President Trump’s controversial executive order banning immigrants from seven Muslim-majority countries, prompting nods of approval on one side and threats of a Bud boycott on the other.

Either way, the result is the No. 1 most-buzzed-about Super Bowl ad heading into Sunday, according to’s “digital share of voice” rankings. The startup tracks the performance of TV ads on the web.

The Bud commercial has so far edged out the Super Bowl campaign by the website software company Wix, whose action spot stars actors Jason Statham and Gal Gadot. This campaign has garnered more than 20 million views on Facebook, thanks to both stars sharing it with their fan bases.

Mercedes is currently in the No. 3 spot, according to what dubs “share of voice.” Here’s the ad:

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