FCB Helps Michelob Inspire Fitness

FCB Helps Michelob Inspire Fitness

Michelob ULTRA today unveiled a new 30-second commercial, titled "Our Bar," that will debut during Super Bowl LI. The spot, developed 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 afterwards to celebrate. The ad also 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 afterwards 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."

In addition to using everyday people in the ad, the brand also brought its commitment to active lifestyles to life this week 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.


Brand: Michelob Ultra, Anheuser-Busch InBev

VP, Marketing USA: Marcel Marcondes

Michelob ULTRA VP, Marketing: Azania Andrews

Michelob ULTRA Senior Director: Joe Lennon

Michelob ULTRA Senior Brand Manager: Stacey Mikula

Agency: FCB Chicago

Chief Creative Officer: Liz Taylor

Global EVP, Content & Creative Development: Todd Tilford

VP, Creative Director: Josh Hurley

VP, Creative Director: Andy Kohman

Associate Creative Director: Anthony O’Neill

Associate Creative Director: Rony Castor

Senior Producer: Chris Wickman

Director of Music: Stump Mahoney

Manager of Business Affairs: Kelly Lenthe

SVP, Group Management Director: Melanie Hellenga

VP, Management Director: Kiska Howell

Account Supervisor: Julie Crimmins

VP, Strategic Planning Director: Tom Hehir

Production Company: Radical Media

Director: Derek Cianfrance

Executive Producer: Gregg Carlesimo

Executive Producer: Frank Scherma

Producer: Barbara Benson

Editorial: Exile Editorial

Editor: Kirk Baxter

Assistant Editor: Zaldy Lopez

Executive Producer: Carol Lynn Weaver

Head of Production: Jennifer Locke

Producer: Remy Foxx

Audio: Another Country

Executive Producer: Tim Konn

Engineer: David Gerbosi

Assistant: Alex Paguirigan

Finish: Lord + Thomas

Executive Producer: Rene Steinkellner

Producer: Clare Deady

Color: Roman Mendez

Online Editor: Justin Orr