Anheuser-Busch FCB Chicago Advertising

Michelob Ultra brings out robots while Ultra Pure Gold lands Zoe Kravitz for Super Bowl


By Kyle O'Brien, Creative Works Editor

January 28, 2019 | 4 min read

Both Michelob Ultra and Ultra Pure Gold have unveiled their respective Super Bowl commercials, one using robots and the other Zoe Kravitz experimenting with ASMR (autonomous sensory meridian response).

Zoe Kravitz Michelob Ultra Pure Gold

Zoe Kravitz for Michelob Ultra Pure Gold's Super Bowl ad

The two Anheuser-Busch brands are taking different approaches to how they talk to the biggest TV audience of the year – one with a wordless group of super-human robots, the other with a soft talking rising star.

The Michelob Ultra spot, ‘Robots,’ reinforces that being human is about being fit and fun. The brand continues its fitness-focused spots by showing robots alongside humans. The super-human bots run faster, work out harder and even golf better than their human counterparts.

But at the end of the day, as everyone is enjoying their Michelob Ultras at the bar, a forelorn, mouthless robot outside looks sad that it can't have one. The tag states: "It's only worth it if you can enjoy it."

“Reminding people who are physically active and fans of beer that balance is possible has always been our mission, and we’re excited to bring this message to the Super Bowl stage,” said Azania Andrews, vice president of Michelob Ultra.

The commercial also marks the beginning of a new partnership with award-winning Latin music superstar, Maluma, who makes a cameo in the commercial as part of his official Super Bowl debut.

“I’m so proud to represent my Latin culture during my first ever Super Bowl commercial, and also show people why it’s so important to keep it real, from life’s experiences to the ingredients in your beer,” said Maluma.

‘Robots’ marks Michelob Ultra’s fourth consecutive year in the Super Bowl.

FCB Chicago, the agency that developed ‘Robots,’ also was the lead creative agency on ‘The Pure Experience,’ featuring Kravitz.

The ASMR trend is undoubtedly an unconventional one, with its soft whispers, trees shuddering, nails tapping and other sounds. Michelob Ultra Pure Gold brings beer pouring to the movement.

Kravitz delivers the Pure Gold message with sounds to induce tingling sensations as it encourages drinkers to reconnect with nature through the enjoyment of beer in its organic form.

Kravitz sits at a desk in a beautiful natural Hawaiian setting, with two microphones. She whispers into each one separately, taps on the beer bottle, rolls it around and pours it tenderly into the glass so the bubbles release their effervescence. The tag is 'Beer in its Organic Form'.

The spot marks Michelob Ultra Pure Gold’s first time appearing in the Super Bowl.

“We launched Pure Gold less than a year ago and the reaction has been amazing. It was a no brainer to use the Super Bowl stage to make an even bigger introduction of this beer to the country – especially in such a disruptive way with a partner like Zoe Kravitz,” said Azania Andrews, vice president of Michelob Ultra.

“More and more people are choosing to incorporate wellness and mindfulness into their lives – whether that’s hiking, meditating or paying more attention to what they are eating and drinking. Pure Gold is an organic beer that provides drinkers with an option they can feel good about without sacrificing a pure, refreshing taste.”

Michelob Ultra: Robots and the Pure Experience by FCB Chicago

By Michelob Ultra

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