City dwellers let out their inner animals in Michelob Ultra's Oscars Spot

Brand moves from the Super Bowl's ASMR ad to another cultural trend to promote its organic brew

Published On
Feb 22, 2019

Editor's Pick

Building off its Super Bowl spot starring Zoe Kravitz that tapped the teetering-on-tired ASMR trend, Michelob Ultra goes in another bizarre direction for a new commercial airing during the Oscars pre-show on Sunday.

The ad depicts scenes of city dwellers, looking jaded, bored or just plain lost in the midst of their everyday routines--until they are snapped awake by some higher calling. A man navigating pedestrian traffic drops into a beast-like crouch in the middle of the street, a woman at a lunch meeting strips off her heels and climbs onto the table, stretching cat-like over her companions’ plates, another gent emerges from his car to raise his arms like a bird--and then soars into the sky. They’re then joined by a multitude of other urban warriors in a stampede toward more open, natural terrain, where they converge on a cliff, drenched in the rays of the sun.

The “Call From Nature” spot, from FCB Chicago, like the Super Bowl ad before it, taps into a cultural trend--this time, the fitness program known as Animal Flow--a kind of amalgam of yoga and primal, animal-inspired movements.  It promotes the brand’s Pure Gold organic beer, which targets not just fitness enthusiasts, but those concerned with general wellness. The spot was directed by Ian Pons Jewell via Reset.


Feb 22, 2019
Client :
Michelob Ultra
Agency :
Chief Creative Officer :
Liz Taylor
Global Creative Partner :
Fred Levron
Vice President of Marketing, Michelob ULTRA :
Azania Andrews
Senior Director of Marketing, Michelob ULTRA :
Marcela Garcia
SVP, Executive Creative Director :
Sam Luchini
SVP, Executive Creative Director :
Avital Pinchevsky
VP, Creative Director :
Dean Paradise
VP, Creative Director :
Bruno Mazzotti
Associate Creative Director :
Alice Jasmine Crippa
Copywriter :
Mike Norgard
Senior Art Director :
Rodolfo Fernandes
Senior Copywriter :
Ricardo Salgado
EVP, Management Director, Integrated Production Services :
Kerry Hill
SVP, Director Integrated Production :
Will St. Clair
Group Executive Producer :
Joe Tipre
Senior Producer :
Ximena Aguirre
Executive Producer, Music Director :
James Mahoney
SVP, Director of Strategic Planning :
Thomas Hehir
SVP, Group Management Director :
Melanie Hellenga
VP, Management Director :
Mike Giangreco
Account Supervisor :
Julie Crimmins
Account Executive :
Colette Charak
Associate Director, Project Management :
Kristin Oberg
Production Company :
Director :
Ian Pons Jewell
Managing Director :
Dave Morrison
Executive Producer :
Deannie O’Neil
Head of Production :
JP Colombo
Line Producer :
Megan Moore
1st AD :
Bobby Phillips
Director of Photography :
Marc Gomez
Movement Choreographer :
Charlie Mayhew
Editorial Company :
The Whitehouse Post
Editor :
Tobias Suhm
Assistant Editor :
Alex Kane
Executive Producer :
Kristin Angeletti
Head of Production :
JoJo Scheerer
Executive Producer :
Kate Hitchings
Senior Producer :
Niki Goodwin
2D Lead :
Adam Watson
2D Lead :
Mikey Smith
2D Artist :
Phoebe Britton
2D Artist :
Kevin Jones
2D Artist :
Brendan Smith
2D Artist :
Ian Harris
2D Artist :
Ivy Depies
2D Artist :
Ben Persons
2D Artist :
Dave Damant
2D Artist :
James Aguilar
2D Artist :
Paul Heagney
3D Lead :
Steve Beck
3D Artist :
Nate Lapinski
3D Artist :
Corinne DeOrsay
3D Artist :
Josh Matthews
3D Artist :
Greg Gutkin
3D Artist :
Joshua Merck
3D Artist :
Ty Coyle
3D Artist :
Huisoo Lee
3D Artist :
Dana DiGioia
3D Artist :
Steven Browning
3D Artist :
Jennifer Kim
3D Artist :
Kris Kelly
3D Artist :
Nha Ca Chau
3D Artist :
Arrev Chantikian
Rocco Gioffre
Color :
Luke Morrison
Color Assistant :
Kaitlyn Battistelli
Music :
Sound Design :
Will Cohen
Sound Design :
Jim Stewart
Sound Design Company :
String and Tins
Mix Studio :
Mixer :
Jason Ryan
Assistant :
Batsirayi Zesaguli
Producer :
Alex Bartczak
Head of Production :
Serena Noorani
Agency :

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