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As famed as it is for the clash of the two best football teams in the nation and the resultant awarding of the Lombardi trophy, the Super Bowl is synonymous with amazing ad work. And this year, the self-proclaimed “King of Beers,” Budweiser, is making a decided departure from its beloved Clydesdale horses with a markedly more topical advert.

Now, the perspective this commercial takes is undoubtedly topical: an immigrant looking to find his way in the United States encounters hate and bigotry, only to find a partner, start a successful business and live a version of the American dream that’s as close to literal as possible.

According to the folks at Anheuser-Busch:

This commercial shows the start of Budweiser’s journey, and while it is set in the 1800’s, it’s a story we believe will resonate with today’s entrepreneurial generation — those who continue strive for their dreams.

Though the press release from Anheuser-Busch insists their “Born the Hard Way” commercial has nothing to do with a certain recently instituted administration, helmed by a lecherous, avaricious reality TV star, we can’t help but note the timing of the ad.

(h/t Sports Illustrated)