Robots Miss All The Fun In Michelob Ultra SBLIII Ad

Robots have their advantages, but they don’t have much fun. 

That’s the takeaway from a just-released 30-second Michelob Ultra Super Bowl spot. 

The ad (below), from FCB Chicago, shows robots outperforming humans at all kinds of physical activities, but completely failing when it comes to enjoying their time in or out of the gym. 

The creative drives home the importance of balancing fitness and enjoyment by showing a robot forlornly watching through the window as people share some Michelob Ultras in a bar. Ending message: “It’s only worth it if you can enjoy it.” 

Michelob Ultra positions itself as a beer that enables that “fit and fun” balance thanks to its low calories (95) and carbs (2.6). The Super Bowl ad is an extension of its “Live Fit, Live Fun” campaign, launched in 2018. 



“Reminding people who are physically active and fans of beer that balance is possible has always been our mission, and we’re excited to bring this message to the Super Bowl stage,” said Azania Andrews, vice president of Michelob Ultra. 

The ad — marking the brand’s fourth consecutive appearance during the Super Bowl — includes a cameo by Latin singing star Juan Luis Londoño Arias, aka Maluma. The singer has been signed to appear in future Ultra marketing, according to the brand. 

Michelob Ultra is the fastest-growing beer brand in the U.S., and the leading premium light beer, according to Anheuser-Busch InBev. 

The company announced last week that it will also run a second (as yet unrevealed) ad, for the organic extension line Michelob Ultra Pure Gold, as part of its blockbuster eight-ads-over-six brands buy in this year’s Super Bowl.

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