Michelob Ultra’s Beautifully Shot Super Bowl Ad Focuses on Fitness

30-second spot from FCB Chicago lands coveted A1 slot

Headshot of Kristina Monllos

You can have a beer even if your life is all about fitness. That's the message of Michelob Ultra's Super Bowl 2016 spot, from Training Day director Antoine Fuqua, which leans hard into the beer's low carb, low calorie selling point. 

The 30-second spot, from FCB in Chicago, landed Anheuser Busch's coveted A1 ad slot during the Big Game, meaning it will be the first ad to run after kickoff. The brand, according to A-B InBev, is the fastest growing beer brand in the country, and the company is looking to use the Super Bowl to boost its profile even further. 

This is the first time the brand has had a spot at the Big Game since 2010. 

"We know that Michelob Ultra drinkers exercise regularly and still make time to have a social life," said Edison Yu, vp of Michelob Ultra, in a statement. "We made 'Breathe' to celebrate those who put in this extra effort and choose a beer that they can enjoy without sabotaging their hard work." 

With this spot Michelob Ultra is also introducing consumers to its new brand platform and tagline, "Brewed for Those Who Go the Extra Mile," which effectively positions Michelob Ultra as the brand for the fitness-loving beer drinker.  

Should the Super Bowl go into overtime, the brand will roll out another 30-second spot, also directed by Fuqua.

This campaign also marks FCB's return to the beer category; the agency landed the Michelob Ultra account last January. 

• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.


Client: Anheuser-Busch

Brand: Michelob Ultra

VP, Premium Brands: Jorn Socquet

VP, Marketing: Edison Yu

Senior Director: Joe Lennon

Agency: FCB Chicago

Chief Creative Officer: Todd Tilford

Creative Director: Josh Hurley

Creative Director: Andy Kohman

Chief Strategy Officer: John Kenny

VP, Strategy Director: Tom Hehir

Senior Producer: Chris Wickman

Manager of Business Affairs: Kelly Lenthe

SVP Group Management Director: Melanie Hellenga

Production Company: Wondros

Director – Antoine Fuqua

Chief Creative Officer – Anne-Marie Mackay

Executive Producer – Jeremy Barrett

Executive Producer – Catherine Finkenstaedt

Producer – Karen Chen

Post Production: Lord + Thomas

Executive Producer: Rene Steinkellner

Producer: Clare Deady

Editor: Steve Immer

Assistant Editor: Ilsa Misamore

Colorist: Roman Mendez

Online Editor: Justin Orr

Sound Engineer: Jason Ryan

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