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Whether it was a spot from Budweiser reminding viewers about the company’s own immigrant roots or an emotional 90-second ad from 84 Lumber depicting an immigrant family’s journey to a border wall, brands rushed to the national stage with political purpose in the wake of President Donald Trump’s election in 2017.
Two years later, corporations have largely backed away from political messages that might be interpreted as divisive, instead opting for the tried-and-true tactics of humor or uplifting messages with a broad appeal.