“You want to go where everybody knows your name.” Set to the classic show’s Cheers theme song, featuring the friendly neighborhood bar where everyone knows everyone, Michelob Ultra’s Super Bowl spot brings back memories. Additionally, the song highlights the strong bonds of those who work out together.
On Friday, Michelob ULTRA and FCB Chicago unveiled a new 30-second commercial, titled ‘Our Bar,’ for the Super Bowl LI. The ad features real fitness enthusiasts, instead of actors, having hard workouts, and then sharing beers afterwards to celebrate.
“’Our Bar’ intentionally uses no actors to demonstrate Michelob ULTRA’s commitment to supporting and celebrating authentic fitness communities,” explained a release. “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.”
The brand also took their passion for active lifestyles a step further by hosting the Live ULTRA Pull-Up Challenge in Atlanta and Boston.
Men and women were invited on Thursday, February 2, to prove their physical fitness and complete as many pull-ups as they could in 95 seconds – the same number of low calories found in a Michelob ULTRA. The winners from each market are being provided with a VIP trip to Houston for Super Bowl LI.
“We recognised 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 socialising. ‘Our Bar’ emphasises that beer is a part of this new world, grounded in celebrating accomplishments.”
