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

The spot was directed by Emma Westenberg, who previously directed Janelle Monae’s PYNK music video. Michelob Ultra

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.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.