FCB Taps Chris Pratt For Michelob ULTRA Super Bowl Spot
January 30, 2018 by Screenmag
Michelob ULTRA has unveiled a new 30-second Super Bowl commercial starring actor Chris Pratt and crafted by FCB Chicago. Titled "The Perfect Fit," the spot chronicles Pratt's journey to prepare for his first ever TV commercial – and it just so happens to be for Super Bowl LII. Together with Michelob ULTRA, Pratt shows America that you don't have to choose between being fit and having fun, you can do both.
"These days, I'm trying to stay in top shape for work. So when I see a beer I can't help but squint my eyes and imagine a treadmill. Specifically how long I'll have to be on that treadmill to burn off the beer," said Chris Pratt. "Michelob ULTRA has only 95 calories and 2.6 carbs so… I can run that off very easily. Probably in like 10 seconds? (I run 85 mph) Which really makes you wonder why I'm not playing IN the Super Bowl. I know. So anyways, Michelob ULTRA doesn't throw off my workout routine. And it tastes great. So... That's what I call a win win."
FCB Chicago is the lead creative agency for this spot, and a second spot, a sequel – "I Like Beer" – that will air in this year's Super Bowl. This will be the first time that Michelob ULTRA has had two spots in the big game. Featured in this commercial, in addition to Chris Pratt, are: US Open Golf Champion Brooks Koepka, 11-time World Surf League Champion Kelly Slater and 2017 NYC Marathon winner Shalane Flanagan, all known for their commitment to living an active, balanced lifestyle. The ad brings these personalities together to sing along to "I Like Beer" – re-recorded by country music artist, Jon Pardi – a new anthem for Michelob ULTRA that demonstrates how it's possible to be fit and still enjoy a beer. "I Like Beer" will be released later this week.
"Michelob Ultra has always been a different beer. The beer for the fit," said Liz Taylor, FCB Chicago's chief creative officer. "Who better to help us get that message across in an entertaining way on the world’s biggest advertising stage than an actor who embodies the ethos of the brand; Chris Pratt. He’s fit. He’s funny as hell. He loves beer. And he probably speaks raptor to boot. He’s living proof that you don’t have to choose between being fit and having fun. Fitness-loving beer drinkers of the world rejoice! You can have your beer and your workout too."