Zoe Kravitz Does ASMR, Whispers About Michelob Ultra's Pure Gold Organic Beer in Super Bowl Spot

45-second ad uses sound to stand out

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Michelob Ultra is hoping to stand out with a whispered message about its organic brew, Pure Gold, for its second Super Bowl spot. Actress Zoe Kravitz stars in the 45-second ad from FCB Chicago which uses quiet, deliberate sounds in the hopes to trigger ASMR (autonomous sensory meridian response) for viewers while also giving them a sense of how Pure Gold is different.

“Pure Gold is the first organic light lager from a major brewer and we felt like our job is to help people understand what organic beer is all about,” said Azania Andrews, vp of marketing for Michelob Ultra.

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