FCB Chicago Breaks a Sweat in Super Bowl Spot for Michelob Ultra

By Erik Oster 

FCB Chicago unveiled its Super Bowl spot for Michelob Ultra with the 60-second, “Our Bar.”

The catch is that instead of a bar, the spot presents Michelob Ultra drinkers as fitness-obsessed workout addicts. It’s set to the theme from Cheers with a montage of crossfit-type heavy workouts, cycling and lifting sessions and a marathon, followed by a little celebration with a Michelob Ultra or two.

And get this: according to the brand, they’re all real people!

The spot, which was directed by Derek Cianfrance, will run during the third quarter. It’s a clear continuation of the focus on appealing to the fitness community which FCB Chicago utilized in its big game spot for the brand last year. The approach makes sense for a beer whose low calorie and carbohydrate counts (which both get mentioned in the spot) are its biggest, if not only, selling points.


“We recognized that the social lives and beer-drinking occasions of the Michelob Ultra consumer extend beyond gathering at the bar or at home with friends,” Michelob Ultra vice president Azania Andrews said in a statement. “Communities forming around fitness activities represent a new type of socializing. ‘Our Bar’ emphasizes that beer is a part of this new world, grounded in celebrating accomplishments.”

To support the effort, the brand hosted Live Ultra Pull-Up Challenge events in Boston and Atlanta yesterday, inviting fitness buffs to do as many pull-ups as they could in 95 seconds (reflecting the amount of calories in the ultra light lager).

Brand: Michelob Ultra, Anheuser-Busch InBev
VP, Marketing USA: Marcel Marcondes
Michelob ULTRA VP, Marketing: Azania Andrews
Michelob ULTRA Senior Director: Joe Lennon
Michelob ULTRA Senior Brand Manager: Stacey Mikula

Agency: FCB Chicago
Chief Creative Officer: Liz Taylor
Global EVP, Content & Creative Development: Todd Tilford
VP, Creative Director: Josh Hurley
VP, Creative Director: Andy Kohman
Associate Creative Director: Anthony O’Neill
Associate Creative Director: Rony Castor
Senior Producer: Chris Wickman
Director of Music: Stump Mahoney
Manager of Business Affairs: Kelly Lenthe
SVP, Group Management Director: Melanie Hellenga
VP, Management Director: Kiska Howell
Account Supervisor: Julie Crimmins
VP, Strategic Planning Director: Tom Hehir

Production Company: Radical Media
Director: Derek Cianfrance
Executive Producer: Gregg Carlesimo
Executive Producer: Frank Scherma
Producer: Barbara Benson
Editorial: Exile Editorial
Editor: Kirk Baxter
Assistant Editor: Zaldy Lopez
Executive Producer: Carol Lynn Weaver
Head of Production: Jennifer Locke
Producer: Remy Foxx
Audio: Another Country
Executive Producer: Tim Konn
Engineer: David Gerbosi
Assistant: Alex Paguirigan

Finish: Lord + Thomas
Executive Producer: Rene Steinkellner
Producer: Clare Deady
Color: Roman Mendez
Online Editor: Justin Orr