Michelob Ultra's Super Bowl Spot Looks Like a Sports Ad

Antoine Fuqua Directs Spot Launching Harder-Edged Creative Approach

By E.J. Schultz. Published on Feb 04, 2016

Editor's Pick

Anheuser-Busch InBev is giving fast-growing Michelob Ultra the coveted first ad slot in the Super Bowl. And the brewer will use the airtime to run an ad that continues the low-carb brand's active lifestyle positioning, but with a harder edge.

The 30-second spot, called "Breathe," in many ways resembles an ad for a sports brand like Nike or Under Armour. Men and women are shown in intense athletic pursuits -- from weightlifting to yoga -- and each person lets out a loud breath. The beer is not shown until 22 seconds in, right before the tagline: "Brewed for those who go the extra mile." The old tagline, "Superior Light Beer," isn't being abandoned, said a spokesman, but the new phrase will be prioritized in 2016.

The agency is FCB, Chicago, which won the account a year ago. The spot is directed by Antoine Fuqua, whose directing credits include the 2001 film "Training Day."

The ad "highlights the many ways that Michelob Ultra drinkers put in the effort to live an active, balanced life, in a disruptive, grittier style that people haven't seen before in the brand's previous marketing," A-B InBev said in a statement.

Coors Light has also just released a new campaign focusing on people pursing challenging, outdoorsy activities.

Read more about the Michelob Ultra campaign over at

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Feb 04, 2016
FCB Chicago
Chief Creative Officer:
Todd Tilford
Michelob Ultra
Creative Director:
Josh Hurley
Creative Director:
Andy Kohman
Chief Strategy Officer:
John Kenny
Vice President, Strategy Officer:
Tom Hehir
Senior Producer:
Chris Wickman
Business Affairs Manager:
Kelly Lenthe
Senior Vice President, Group Management Director:
Melanie Hellenga
Antoine Fuqua
Production Company:
Post Production:
Lord + Thomas
Steve Immer

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