×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Michelob Ultra - Our Bar

February 05, 2017 | :30

This spot, the best of Michelob Ultra's Super Bowl advertising to date, brings viewers more pleasure than the essentially silent solitary-workout montage of Super Bowl 50 by making exertion into a time for friendship -- set outlandishly but successfully to the heartwarming theme song from "Cheers." Bud Light's new campaign for Super Bowl LI was all about friends ("Ghost Spuds"), but Michelob Ultra wasn't going to be left out of the party.

"We recognized that the social lives and beer-drinking occasions of the Michelob Ultra consumer extend beyond gathering at the bar or at home with friends," Azania Andrews, VP-Michelob Ultra, said in press release before the game. "Communities forming around fitness activities represent a new type of socializing. 'Our Bar' emphasizes that beer is a part of this new world, grounded in celebrating accomplishments."

The work was created by Interpublic's FCB Chicago, which handled the prior year's spot as well ("Breathe").

Michelob Ultra released its ad on Feb. 3, two days before the game, making it the last of the Anheuser-Busch InBev roster to go public.

Director: Derek Cianfrance. Production company: Radical Media.

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandMichelob Ultra
  • Year2017
  • AgencyFCB
  • Superbowl #LI
  • Quarter airedQ2