Working out isn’t always regarded as a fun and rewarding experience—and Michelob Ultra’s 60-second Super Bowl ad wants to change that mindset.
Created by FCB, the spot, featuring Jimmy Fallon and John Cena, shows Fallon working out in a variety of settings with renowned athletes. It’s the brand’s fifth time in the Super Bowl and longest ad to date.
Michelob Ultra’s Super Bowl spot is part of the brand’s ongoing “Do It for the Cheers” campaign, which aims to show how wellness and fun can mix.
“It’s just a fun take on how people feel about wellness and working out as only Jimmy can do, and we’re really excited about this message,” said Azania Andrews, vp of marketing at Michelob Ultra. “[The ad recognizes] that for a lot of people being active is a chore and tiring, and to bring some joy and positivity to it.”
The ad starts off with Fallon accidentally throwing a kettlebell through a window while working out with Cena. Fallon then goes on to different scenarios such as running with Usain Bolt, golfing with Brooks Koepka, playing a game of volleyball with Kerri Walsh Jennings and Brooke Sweat—all while The Roots play encouraging music.
As part of the campaign, on Feb. 3, Michelob Ultra will unveil Team Ultra, a program showing pro athletes who are “pros at enjoyment.” The program will recruit 2,600 regular consumers to become pros. Fans can submit photos and videos of themselves living an “ultra balanced lifestyle” through May to join the year-long program and win prizes.
“There are a lot of people out there that, like Jimmy says, feel ‘working out suuuucks.’ Michelob Ultra is all about bringing fitness and enjoyment together, so we paired Jimmy with a cast of admired athletes and friends in one epic workout,” said Gabriel Schmitt, executive creative director of FCB New York, in a statement. “While his journey is pretty unique, everyone can enjoy the same great cheers after a good workout that only Michelob Ultra can deliver.”
The ad will continue to air throughout the year and in different formats, such as 30-second and 15-second cuts. This is the third ad reveal of Anheuser-Busch’s Super Bowl plans. The beer giant already released its Budweiser and Michelob Ultra Pure Gold ads. The brand’s fourth ad will center around Bud Light and Bud Light Seltzer.
For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2020 Ad Tracker. And join us on the evening of Feb. 2 for the best live coverage of the commercials anywhere.
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