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

A timely tale aimed at recrowning the King of Beers

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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.

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