In Michelob’s first Super Bowl ad of the night, its Pure Gold organic label skewers the celebrity cameos that define its Mich Ultra ads and instead opts for sweeping aerial footage to promote a new fundraising initiative called 6 For 6-Pack. The ongoing campaign promises that for every six-pack of Michelob Pure Gold sold, the brand will give a portion of its profits to help convert six square feet of traditional farmland to organic. “If every football fan picks up a six-pack,” a narrator says, “we can change America’s organic farmland forever.”

According to the U.S. Department of Agriculture, in 2018, the average American farm encompassed 443 acres of land, which is equivalent to more than 19 million square feet—meaning Michelob would need to sell approximately 3.2 million six-packs of Pure Gold to help just one farm make the transition.

The 60-second commercial from FCB ran in the game’s second quarter.

BRAND: Michelob Pure Gold

AGENCY: FCB

QUARTER AIRED: Q2

SUPER BOWL: LIV

YEAR: 2020