Having tapped into ASMR with its Zoe Kravitz ad on the Super Bowl, Michelob Ultra gets back to nature once again for its Pure Gold brew—this time by drafting off a fitness trend called Animal Flow.
Animal flow, endorsed by such fit celebs as Jennifer Aniston, involves "quadrupedal and ground-based movement" exercises—basically, acting like an animal. In the cinematic Michelob Ultra spot from FCB Chicago, urbanites stuck in monotonous lives suddenly go wild—crawling and knuckle-dragging their way out of the cityscape and into the country, where they can enjoy their organic beer in peace.
The spot, which has a bit of the vibe of PlayStation "Mountain," will air on Sunday during the Academy Awards pre-show. The AB InBev brand says it's continuing to find new ways to connect to consumers who live a wellness-driven lifestyle is a priority.
"We started the year strong by giving Michelob Ultra Pure Gold its Super Bowl debut, and now we're looking forward to continuing that momentum by spotlighting our USDA-certified organic beer on the biggest night in Hollywood," says Azania Andrews, vice president of Michelob Ultra. "As the leader in the category, we're committed to connecting our brand to those who prioritize wellness and to provide ways for our consumers to stay balanced. We love 'Animal Flow'—a new emerging trend in the wellness world, and it served as the inspiration behind our new creative."
Have another look at the Zoe Kravitz ad below.