Michelob Ultra Celebrates the Fitness Community With the Cheers Theme Song in Super Bowl Spot

Sweaty, but inspiring stuff from FCB

Michelob Ultra tried to woo the fitness community with its 2017 Super Bowl spot. - Credit by Michelob Ultra
Headshot of Kristina Monllos

It’s easier to stay true to your work out regimen when you’re held accountable by a friend. It’s even easier when you know there’s a reward at the end. At least, that’s the tale of Michelob Ultra’s Super Bowl spot—a sweaty ode to the fitness community where the post-work out treat is always a Michelob Ultra.

The Anheuser-Busch brand has released a 60-second extended version of the spot, which uses Cheers’ iconic theme song, “Where Everybody Knows Your Name,” to help sell the community-focused ad. A 30-second cut of the ad, titled “Our Bar,”  from creative shop FCB in Chicago will run during the third quarter of the Big Game. Indie director Derek Cianfrance, known for heartbreaking work like Blue Valentine and The Place Beyond the Pines, directed the spot—his first Super Bowl ad.

According to the brand, the spot features “no actors to demonstrate Michelob Ultra’s commitment to supporting and celebrating authentic fitness communities.”

“We recognized that the social lives and beer-drinking occasions of the Michelob Ultra consumer extend beyond gathering at the bar or at home with friends,” said Azania Andrews, vice president of Michelob Ultra, in a statement. “Communities forming around fitness activities represent a new type of socializing. ‘Our Bar’ emphasizes that beer is a part of this new world, grounded in celebrating accomplishments.”

This week, as part of its Super Bowl campaign, the brand held a pull-up contest in Boston and Atlanta, giving fans of the New England Patriots and Atlanta Falcons a chance to win a VIP trip to Houston for the Super Bowl. To win, fans had to do as many pull ups as the could in 95 seconds since Michelob Ultra contains 95 calories. Ron Cooper and Danielle Resha won the competition in Boston, while Wilson J. Washington III and Emily Bridgers took home the prize in Atlanta.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
Publish date: February 3, 2017 https://dev.adweek.com/brand-marketing/michelob-ultra-celebrates-the-fitness-community-with-the-cheers-theme-song-in-super-bowl-spot/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT