There is a certain familiarity in beer ads. For years, the montage approach seemed to be a popular formula. Get some attractive people, shoot a bunch of uptempo situations and, voila: a beer ad. In the low-carb category, we’ve seen a similar approach from the likes of Michelob Ultra (but, to their credit, they did try a little ASMR). Of course, it makes sense to show the lives of the target audience and, when done well, it can be creative comfort food.