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.