In Michelob Ultra’s second spot of the night, the Anheuser-Busch InBev brand highlights its organic Pure Gold brand, while cashing in on the internet’s ASMR craze.
Set in a lush Hawaiian valley, this heavily auditory spot from FCB Chicago has actress Zoë Kravitz behind a desk with dual microphones, whispering to the camera while playing with a bottle of Ultra’s Pure Gold. Launched in 2018, the beer is made with organic grains and has 10 fewer calories per bottle than original Ultra.
In the 45-second commercial, Kravitz twists the cap off, clinks her nails on the glass, and pours the crisp beer into a glass—it’s textbook ASMR (short for autonomous sensory meridian response).
"My hope is that it feels strange, that in this sea of loudness and noise, that there is this disruptive quiet," Azania Andrews, VP for AB InBev-owned Michelob Ultra, told Ad Age.
BRAND: Michelob Ultra Pure Gold
AGENCY: FCB Chicago
SUPER BOWL: LIII
QUARTER AIRED: Q4