Our work for Budweiser and their brands is has always been very upbeat. For this year’s super bowl, the iconic brand is going to the dark side to illustrate a pro-immigrant message. A positive message from a dystopian worldview. This is the Blade Runner (pick you flavor; original, or extra crispy) interpretation of the 19th Century.

Timely.

Entitled Born the Hard Way, the 60-second spot illustrates the harrowing journey of future brewmaster Adolphus Busch from Germany to the United States and eventually St. Louis. Busch initially is met with disapproving stares and jeers. He perseveres until he meets a man who buys him a beer and eventually will become his partner. The spot ends with Busch shaking hands with a fellow immigrant Eberhard Anheuser, and history being made.

The ad is sure to tug at some heartstrings and possibly stick in some craws. It’s a stark reminder of the people from foreign shores who helped make America great in the first place. It arrives, of course, just as President Trump’s travel ban on people from seven Muslim-majority countries that has inspired backlash from the public, Hollywood and politicians on both sides of the aisle.

The dialogue includes phrase like:

You don’t look like you’re from around here.

We don’t want you here.

Go back home.

These are expressions that should chill Americans to the core. They did at one time, anyway.

We are all after all, immigrants. Even the Native Americans came here from somewhere. Let’s all try to avoid making the science fiction become science fact.