How Budweiser Created an Epic Immigrant Story to Reclaim the Super Bowl Spotlight

A timely tale aimed at recrowning the King of Beers

The mud is thick and sticky, the kind that threatens to pull off your boots when you step into it. Flecks of it are splattered on the Victorian-era dresses and suits being worn by two dozen extras. It’s a dreary, drizzly day in mid-January, made grayer by plumes of smoke from a noisy fog machine, and these actors have spent hours wandering in and out of this gummy scene for the first wide shot from director Chris Sargent during the three-day production of Budweiser’s 60-second spot for the Super Bowl on Feb. 5.

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This story first appeared in the January 30, 2017, issue of Adweek magazine. Click here to subscribe.