Anheuser-Busch is bringing Michelob Ultra back to the Super Bowl for the first time since 2010. FCB Chicago created the ad, which will be the first spot to run after the kickoff.
"Breathe" is fitness focused and features athletes during their workouts — squats, yoga, swimming, shadowboxing, sweating — and during recovery. Then they crack open a cold one. It’s a tried and true formula for the brand, and beer ads in general.
The 2010 Super Bowl spot starred a pre-scandal Lance Armstrong on his workouts before rewarding himself with a Mich Ultra, all set to Blur’s "Song #2." Coors just released an ad from 72andSunny that hits the same points.
But there is a new angle in many of these ads: women as customers. They climb and run and jump alongside the men in these spots, and they get to drink the beer at the end, too.
This year’s Michelob Ultra Super Bowl spot was directed by Antoine Fuqua, best known for directing the 2001 film "Training Day," which won Denzel Washington an Oscar. He also directed the music video for Coolio’s "Gangsta’s Paradise."
Anheuser-Busch is also running an additional 30-second spot for the brand, also directed by Fuqua, that will only run during the game if it goes into overtime, playing off the tagline "Brewed for those who go the extra mile." Regardless of whether it airs on Sunday, it will run as part on an integrated campaign.