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Library/Campaign/Budweiser Born the Hard Way
Grade B23 sourcesHIS-00066

Budweiser Born the Hard Way

Campaign · 2017 · Niche

Made by Anomaly · Source

37Editable slideCertificate

iSpot.tv reported 14.3 million earned online views for Budweiser's founder ad.

Original · Budweiser
People Want to Boycott Budweiser Over Its Super Bowl Immigration Ad | Fortune
Fortune
Budweiser 2017 Super Bowl Commercial | “Born The Hard Way”
Budweiser on YouTube
Bottles of Budweiser beer sit on display at a pub in Hornchu
Fortune
Budweiser Temporarily Renames Flagship Beer 'America'
TIME
Ipsos clients triumph at ARF David Ogilvy Awards
Ipsos
Super Bowl LI: Budweiser’s stunning pro-immigrant commercial
CBS News
The brand winners and losers of Super Bowl LI
Digiday

Spread Score

How it works
Reach30Contagion35Breadth40Velocity65Longevity2337

Numbers

Seed to peak
5 days
Jan 31 ’17 to Feb 5 ’17
Platforms
6
Started on YouTube
Origin
Mixed
Food & beverage

Mechanics

  • Maker origin
  • ControversyPrimary
  • Platform jump
  • Press loop
  • Response chain

How it spread

Trace the origin

Budweiser released its founder ad before the Super Bowl. Boycott posts and coverage spread before the paid TV placement. It led YouTube's game-day views ranking; AB InBev later reported a quarterly US Budweiser volume decline without isolating the ad's effect.

Google searchesJan ’17FebMarMayJulSepNovJan ’18MarPeakPressYouTubeXOpen webFacebookTV
PressYouTubeXOpen webFacebookTV

15 more events on this chart

Join free to see them

Timeline (18)

  1. January 2017

    Fortune precursor · Jan 30 ’17

    Fortune reported a 15-second teaser ahead of the full Super Bowl commercial.[1]

    Bottles of Budweiser beer sit on display at a pub in Hornchu
    Open the first post ↗

  2. Budweiser seed · Jan 31 ’17

    Budweiser released the full founder-story commercial on YouTube.[2][3]

    Budweiser 2017 Super Bowl Commercial | “Born The Hard Way”

  3. TIME press · Jan 31 ’17

    TIME covered the founder story ahead of the Super Bowl.[4]

    Budweiser Temporarily Renames Flagship Beer 'America'
Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 2 numbers
  2. 2026-10-13Added 2 events · Revised 1 event · Added 2 sources · Archived 2 sources · Revised 14 numbers · Added 2 evidence checks · Score 33 → 37
  3. 2026-10-12Added: 16 events, 21 sources · Score 33
Origin
Mixed
Sector
Food & beverage
Region
US
Reported figure
—
Evidence
Grade B

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· Source
Google searchesJan ’17FebMarMayJulSepNovJan ’18MarPeakPressYouTubeXOpen webFacebookTV
PressYouTubeXOpen webFacebookTV

15 more events on this chart

Join free to see them

  1. January 2017

    Fortune precursor · Jan 30 ’17

    Fortune reported a 15-second teaser ahead of the full Super Bowl commercial.[1]

    Bottles of Budweiser beer sit on display at a pub in Hornchu
    Open the first post ↗

  2. Budweiser seed · Jan 31 ’17

    Budweiser released the full founder-story commercial on YouTube.[2][3]

    Budweiser 2017 Super Bowl Commercial | “Born The Hard Way”

  3. TIME press · Jan 31 ’17

    TIME covered the founder story ahead of the Super Bowl.[4]

    Budweiser Temporarily Renames Flagship Beer 'America'

  1. owner response · Jan 31 ’17

  2. backlash · Feb 1 ’17

Join free to see the other 15 events and the full chart. Free, on every case.

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Why it worked

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