Michelob Ultra: Pure Gold ad blocker by Laundry Service

In celebration of Earth Day, Michelob Ultra Pure Gold is taking an unusual approach against disruptive banner ads with the launch of its own ad blocker that replaces ads with idyllic photos of nature. When users click the nature photo they’ll be redirected to a site for a nearby park, making it easier than ever to find ways to get outside and in nature this Earth Day.

On average, a consumer sees 5,000 ads per day so it’s no surprise that ad blockers have soared in popularity in recent years. In fact, in 2018 one-quarter of Internet users were blocking ads on their connected devices.

Pure Gold’s ad blocker supports the USDA-certified organic beer’s mission of helping people reconnect with nature, and comes fresh off the heels of campaigns such as the brand’s ASMR-style Super Bowl commercial starring Zoe Kravitz and a partnership with mindfulness and meditation experts, The Big Quiet at SXSW.

The app will be available for download via the Google Chrome store beginning April 22.