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. “The entire campaign, not just the spot, that will come out the rest of the year, is really about delivering an experiential and sensory experience of what we think drinking Pure Gold will be.”
As part of that push, Michelob Ultra partnered with Tastemade to release organic recipes to highlight the sense of taste before showcasing sound at the Super Bowl.
“ASMR is a growing trend and something we were excited to tap into not only in culture but to give people a really experiential and sensory-driven moment with the brand,” said Andrews. “We also really liked the creative device in the context of the Super Bowl, which I anticipate will be so loud and so big in terms of what’s coming from the other brands, to have a very pure and quiet experience in the midst of all that is going to be very different and we hope something consumers will lean into.”
The spot was directed by Emma Westenberg, who previously directed Janelle Monae’s PYNK music video, and used a majority female creative team, noted Andrews.
“The idea was created by a female creative director,” said Andrews. “My CCO is a female lead at FCB Chicago. I’m a woman. We had a woman director. A woman director of photography. It’s starring a female actress. The head of my communications team here at AB is also a woman, so I’m super proud and excited about the fact that we’re putting out a really creatively interesting and inspiring piece of work that comes from a beer company that was fully executed by women for the Super Bowl.”
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