Budweiser’s American Creation Myth

The must-see film this week is the Budweiser commercial from the Superbowl, which was as shrewd and political as it was feel-good and universal. Trumpistas are trying to boycott it, but good luck with that one. That’s like boycotting Christmas cookies because the Pope is soft on Muslims. (It is in fact goofy that Superbowl ads are the arena for our national psyche, but that’s where we are.)

A day and a half after the Superbowl kickoff on Sunday, this ad had almost 27 million views on Youtube, though fifteen or so of them were me.

It starts in a “present” time in the 1800s when two men with German accents, one obviously an experienced capitalist and one a handsome young buck, stand next to one another in a taproom. “You’re not from around here,” the older man observes, and off we go to a thirty-plus second montage that tells his epic journey:

A storm-tossed ship crosses the Atlantic. The young stud is already sketching something obsessive and entrepreneurial.

The ship hits a wave: He hits his head. Gets stitches over his eye. Gets asked (in German) why he is moving to America and answers that he wants to brew beer. The first weird note is that he answers a German question in English, but who cares? It’s as gorgeous as Pelle the Conqueror so far.

Fifteen seconds in, he is told “Welcome to America” by the official stamping his document, immediately followed by a menacing, Know Nothing thug saying, “You’re not wanted here…Go back home.” This is obviously the offending interaction to some, and wow what a bold statement. I like Gaga (more than I like her actual songs), but this is the most political statement of the year. “First kick I took was when I hit the ground,” Springsteen sings in “Born in the USA,” and here it’s “First person who told me to go back home was when I walked off the boat.” Say what you want about the Trumpistas calling for a boycott, but they read this ad correctly. Hold that thought, though.

Fast-forward to a Mississippi riverboat. He’s going upstream with a black companion, still doodling in his sketchbook. Wow! This is where the grad students start rolling out the word “problematic,” but give Anheuser-Busch credit for going deep in the American mind, linking their creation myth to Huckleberry Finn and the mythic fraternity between black and white.

At half-way through the 60-second spot, the riverboat catches fire and he has to jump overboard, and he trudges through tall reeds on a rainy winter day. Talk about reversals! This Budweiser ad is more suspenseful than most independent films.

There’s mud everywhere. “Welcome to Saint Louis, son,” says a perfect stranger, with a picturesque Clydesdale horse in the background.

Back to the present: “Beer for my friend, please,” says the capitalist, and now the narrative slows down. The strapping lad thanks him and shows him what he’s been sketching, and they introduce themselves: “Eberhard Anheuser.” “Adolphus Busch.” End of story/beginning of story. “When nothing stops your dream,” the text reads.

These are men of few words, but when they do speak they’re in a bar buying beers for each other. Though it’s a little odd that Busch was sketching the actual bottle of Bud, label and all, and not an industrial brewing breakthrough – and though I personally would love to taste whatever they were drinking before the inception of Budweiser – by this time you’re more than hooked.

It’s worth noting that of the five interactions young Adolphus Busch has on his journey to America (six if you count the negro he’s obviously cordial with), only one is a nativist. The horse doctor who stitches his eye, the immigration official, and the first person he meets in Saint Louis all welcome him, and the first person he sips a beer with is a fellow immigrant waiting to help him  make his dream come true.

As in most creation myths, this is a guy who answered the call. While associating itself with beards and artisanal entrepreneurs – things the macro-brews have been struggling against – Budweiser is also taking sides against what feels like a temporary flare-up of anti-immigrant feeling. (It certainly feels more temporary than it did on Saturday.) What’s more American than buying a Bud for a fresh-off-the-boat stranger?

Crazy Eddie & Jimmy the Greek

Crazy Eddie died last weekend – not the star of the TV commercials I loved as a kid, but Eddie Antar, the founder of the chain of Brooklyn-based electronics stores his iconic commercials advertised. His Times obituary headline identified him as “Retailer and Felon,” which seems like a gratuitous kick in the nuts of a dead man, even if he did used to fly to Israel with bundles of cash that should have belonged to his shareholders taped to his body.

I never set foot in one of his stores. I grew up far in the suburbs after all. I am not, however, the only person with a childish fondness for him. On those infrequent days when I wear my Crazy Eddie tee shirt, strangers stop me and say they love it.

crazy-eddie

“He’s practically giving it all away!”

Eddie Antar was 68 when he died, a descendant of the famously insular Syrian Jewish community of Gravesend, Brookln. Did Eddie have to die to make room for the Syrian ceasefire, which was announced that very day, to become possible? No, that would be crazy.

But when we mourn his passing we mourn the loss of a regional-sized TV market and consumer identity. His homespun commercials remind us of a time before practically all brands were national, before “Charlie Bit My Finger.” People of regions outside New York have their own fabled marketers and, often, children’s TV shows, such as Minnesota’s Axel and His Dogthat they love. Living on the cusp of the Philly-New York markets, I was, if anything, even more fond of Philly retailers such as Ideal, whose jingle my wife and I still sing around the house.

Crazy Eddie was special though. And his legal demise years later made him even more so. There was truth in advertising in Crazy Eddie. I feel a wee bit sorry for whomever he defrauded, but, y’know, he did tell you he was crazy!

Thinking about that fact yesterday, I was reminded of another great TV personality who flamed out around the same time: Jimmy the Greek. Yesterday was the beginning of American football season (and the anniversary of the World Trade Center attacks, and Eid, but what can I say about that?).

jimmy

Jimmy the Greek.

I hate American football, and have hardly watched it at all since Jimmy the Greek was still a fixture of football commentary. I always found it sad that The Greek got fired for making racial comments, alleging that African-Americans are better athletes because slave owners specifically bred them to be stronger. Never mind that it’s racist bunk. Can you really fault an odds-maker for thinking in ethnic categories, when he goes by the name “Jimmy the Greek”?

I discovered an ESPN documentary, surprisingly viewed less than 10,000 times on Youtube, about Jimmy the Greek’s life. Born Dimetrios Georgios Synodinos in Steubenville, Ohio, he would have turned 98 on Friday. (What a weekend!) He was neighbors with Dean Martin as a kid, and his uncle shot both his mother and his aunt, and then himself, in a murder-suicide. Three of his five children died from cystic fibrosis, but his public service announcements about the disease have been scrubbed from public memory too.

He popularized sports gambling, for which he’s hopefully suffering some torments in hell. But he was a real personality, from a time when personality was rewarded, a time that receded a lot further in the past this week.