Michelob ULTRA - Breathe (2016) :30 (USA)

Michelob Ultra is one of four Anheuser-Busch brands advertising during the Super Bowl 50, this is the brands return to the bowl after a six year hiatus (they had Lance drinking it in 2010). Since Michelob Ultra is low in calories, it can position itself as the beer treat for gym-nuts, sports people and yoga fans. The treat you actually can have without ruining all that workout you just put in. Not a bad position to own, considering how many people are working out to stay both healthy and slim, and how many beers (wheat beer I'm looking at you) have the magical ability to add a spare tyre on your belly after just one sip. Why it's the position that new campaign from Coors seems to want to own, which makes no sense in their case as that's not a low-cal beer, and frankly it looks like the ad agency pitch film made it to air. In "breathe" the idea is simple, and fits the product, which works a million times better. Creatives take note, this is how you do a good ad.

Title: "Breathe"

Client: Anhueser-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