You can have a beer even if your life is all about fitness. That's the message of Michelob Ultra's Super Bowl 2016 spot, from Training Day director Antoine Fuqua, which leans hard into the beer's low carb, low calorie selling point.
The 30-second spot, from FCB in Chicago, landed Anheuser Busch's coveted A1 ad slot during the Big Game, meaning it will be the first ad to run after kickoff. The brand, according to A-B InBev, is the fastest growing beer brand in the country, and the company is looking to use the Super Bowl to boost its profile even further.
This is the first time the brand has had a spot at the Big Game since 2010.
"We know that Michelob Ultra drinkers exercise regularly and still make time to have a social life," said Edison Yu, vp of Michelob Ultra, in a statement. "We made 'Breathe' to celebrate those who put in this extra effort and choose a beer that they can enjoy without sabotaging their hard work."
With this spot Michelob Ultra is also introducing consumers to its new brand platform and tagline, "Brewed for Those Who Go the Extra Mile," which effectively positions Michelob Ultra as the brand for the fitness-loving beer drinker.
Should the Super Bowl go into overtime, the brand will roll out another 30-second spot, also directed by Fuqua.
This campaign also marks FCB's return to the beer category; the agency landed the Michelob Ultra account last January.
• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.
Brand: Michelob Ultra
VP, Premium Brands: Jorn Socquet
VP, Marketing: Edison Yu
Senior Director: Joe Lennon
Agency: FCB Chicago
Chief Creative Officer: Todd Tilford
Creative Director: Josh Hurley
Creative Director: Andy Kohman
Chief Strategy Officer: John Kenny
VP, Strategy Director: Tom Hehir
Senior Producer: Chris Wickman
Manager of Business Affairs: Kelly Lenthe
SVP Group Management Director: Melanie Hellenga
Production Company: Wondros
Director – Antoine Fuqua
Chief Creative Officer – Anne-Marie Mackay
Executive Producer – Jeremy Barrett
Executive Producer – Catherine Finkenstaedt
Producer – Karen Chen
Post Production: Lord + Thomas
Executive Producer: Rene Steinkellner
Producer: Clare Deady
Editor: Steve Immer
Assistant Editor: Ilsa Misamore
Colorist: Roman Mendez
Online Editor: Justin Orr
Sound Engineer: Jason Ryan