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
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.
Credits
- Date
- Feb 22, 2019
- Client :
- Michelob Ultra
- Agency :
- FCB
- 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 :
- RESET
- 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
- VFX :
- ETC
- 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
- DMP :
- Rocco Gioffre
- Color :
- Luke Morrison
- Color Assistant :
- Kaitlyn Battistelli
- Music :
- TBD
- Sound Design :
- Will Cohen
- Sound Design :
- Jim Stewart
- Sound Design Company :
- String and Tins
- Mix Studio :
- L+T
- Mixer :
- Jason Ryan
- Assistant :
- Batsirayi Zesaguli
- Producer :
- Alex Bartczak
- Head of Production :
- Serena Noorani
- Agency :
- FCB
Need a credit fix? Contact the Creativity Editors
Related work

Michelob Ultra: See Michelob Ultra’s Super Bowl commercials—‘Caddyshack’ meets Netflix

Michelob Ultra: Michelob Ultra launches running fund with story of first woman to complete Boston Marathon

Michelob Ultra: How Michelob Ultra inspired US farmers to go organic
