• by OMMA Magazine Writers , August 22, 2011

It's a well-known fact that cyclists like their suds almost as much as they like to stay fit. Michelob Ultra is designed for this very dichotomy - which spokes-cyclist Lance Armstrong diplomatically refers to as "balance." Michelob Ultra integrated its talk-show-like spots into Demand's LIVESTRONG property, with the man himself hosting (conducting interviews over a couple of frosty Ultras, of course). And it worked perfectly, since not only is Lance Armstrong the most well-known American cyclist in the world, but he may be the cyclist Americans would most like to get a beer with.