Michelob ULTRA unveiled a 30-second commercial, titled “Our Bar,” that will debut during Super Bowl LI. The commercial was created by FCB Chicago, features real fitness enthusiasts – not actors – doing what they do day in and day out: going through a tough workout together and sharing cold beers afterward to celebrate. The advert features the iconic theme song from the TV show “Cheers” to underscore the strong social bonds felt every day by members of fitness communities across the country.
“Our Bar” intentionally uses no actors to demonstrate Michelob ULTRA’s commitment to supporting and celebrating authentic fitness communities. From training to run clubs to spin classes, “Our Bar” depicts the new social fitness reality that fitness and enjoying beer can go hand in hand: you can work out, and then go out. Exercising together and having a conversation over beers afterward results in a deep social experience that brings people closer together.
“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, Michelob ULTRA. “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.“
