Michelob ULTRA: Super Bowl 2020

A LITTLE CONTEXT:
My first projects as a Senior Strategic Planner at FCB involved working on not one but TWO Super Bowl commercials! I served as the sole strategist in most day-to-day meetings and saw the 2020 Michelob ULTRA Super Bowl commercial through from start to finish, while also getting to work with an SVP Director of Strategy and FCB’s Chief Strategy Officer and Chief Creative Officer.

WHY I’M PROUD:
I was thrilled to get to work on this project alongside so many other talented folks at FCB. I’m proud of how well this commercial went over with the client and for all of the recognition it received from the press, including being named the best beer ad of the Super Bowl by USA Today Ad Meter. I was also interviewed about my experience by VCU News in an article about VCU Brandcenter alumni working on Super Bowl commercials in 2020 — check it out here.

 

Michelob ULTRA was once seen as a “diet” beer with low carbs and calories. Over the past several years, the brand tapped into fitness, positioning itself as the refreshing light beer that can fit into an active lifestyle. That move helped it become America’s third-bestselling beer.

For Super Bowl 2020, the brand focused on the idea that when it comes to both beer and fitness, it’s only worth it if you enjoy it. The commercial features John Cena and Jimmy Fallon, with appearances from several pro athletes.

 
 
 
 
 

THE TEAM:
Many talented folks at FCB