Fitness Shouldn’t Be Robotic, Michelob Ultra Says in Its Super Bowl Spot

Brand unveils first of its 2 ads

Maluma makes a cameo in Michelob Ultra's 30-second Super Bowl spot. Michelob Ultra

Michelob Ultra unveiled the first of its two Super Bowl spots for this year. The 30-second ad from FCB Chicago uses robots as a metaphor for those who are so focused on their fitness journey that they don’t stop to enjoy it—or a beer.

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.