Beer Is the New Sports Drink, Apparently

Advertisers Tout Light Brew as a Post-Workout Treat

By Published on .

Super Bowl watchers know that beer can be the perfect accompaniment for wings and nachos, but did you know it's great post-workout fuel too?

That's how light brew advertisers have made it appear in a crop of new ads.

Michelob Ultra yesterday debuted its Super Bowl spot. Created out of FCB Chicago and directed by Antoine Fuqua ("The Equalizer," "Training Day"), it cuts together scenes of athletes going hard at their training and can easily be mistaken for a Nike or Gatorade ad -- until the last scene, which shows a bottle of the low-calorie beer being cracked open.

72andSunny also recently debuted a new campaign for Coors Light. It depicts various types of people tackling their "mountains," which include Tough-Mudder type workouts and a yoga eight-angle pose.

And back in September, W&K Sao Paulo took a completely different tack from Michelob. It introduced an ad for Skol Ultra that depicted everyman athletes singing Nina Simone's "Feeling Good" as they try to incorporate their workouts (there's that eight-angle pose again!) into their busy lives. They finally come together in the end to enjoy a Skol Ultra, "the official beer for the non-official athletes."