This year’s Super Bowl spot for Michelob Ultra maintains its identity as a fitness beer (at only 95 calories per bottle), while simultaneously poking fun at those who take their workouts just a little too seriously.
Starring a fitness-obsessed robot that can beat humans at seemingly every physical activity, this commercial reminds viewers that in both exercise and in beer, “It’s only worth it if you can enjoy it.” It also features a quick but silent cameo by Colombian singer Juan Luis Londoño Arias, who is featured in future Mich Ultra marketing.
The 30-second ad by FCB Chicago is one of two spots for Michelob Ultra that were produced this year, with another for the beer’s Pure Gold label airing later in the game.
In total, Anheuser-Busch InBev aired nine spots for its alcohol portfolio during Super Bowl LIII; its other brands that got the Big Game treatment were Bud Light, Budweiser, Stella Artois and Bon & Viv Spiked Seltzer.
BRAND: Michelob Ultra
AGENCY: FCB Chicago
SUPER BOWL: LIII
QUARTER AIRED: Q3