In Super Bowl LIV, Anheuser-Busch InBev-owned Michelob Ultra maintains its long-held positioning as a fitness beer with the help of sweat, tears and celebrity cameos.

Starring NBC’s “Tonight Show” host Jimmy Fallon and pro wrestler John Cena, the 60-second from FCB encourages Jimmy to see the “lighter side” of working out through everything from track to golf to beach volleyball. Jamaican Olympic runner Usain Bolt, pro golfer Brooks Keopka, and beach volleyball stars Kerri Walsh Jennings and Brooke Sweat, among others, all make appearances in the commercial.

The third-quarter ad reminds viewers that there are only 95 calories and 2.6 carbs per bottle of Mich Ultra, and that, “It’s only worth it if you enjoy it.” 

This year’s spot is “all about persuading people who may not believe today that fitness and fun go together, that fitness and Michelob Ultra absolutely go together,” Azania Andrews, VP of marketing for the AB InBev-owned brew, told Ad Age’s E.J. Schultz.

“Jimmy Works It Out” is one of two ads for Michelob that aired during Super Bowl LIV. The other, for the brand’s Pure Gold label, introduced a new “6 for 6-Pack” fundraising initiative to support organic farming practices.

BRAND: Michelob Ultra

AGENCY: FCB

QUARTER AIRED: Q3

SUPER BOWL: LIV

YEAR: 2020