MICHELOB ULTRA PURE GOLD: SUPER BOWL 2020
A LITTLE CONTEXT:
In addition to working on the Michelob ULTRA Super Bowl commercial, I worked on one for Michelob ULTRA Pure Gold (the brand’s USDA Certified Organic beer) after joining FCB as a Senior Strategic Planner. I served as the sole strategist in most day-to-day meetings and saw this project 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. The biggest challenge for this spot was taking a fairly complex initiative and breaking it down to tell a simple and visually enticing story appropriate for the Super Bowl stage. I’m most proud that this commercial and the surrounding “Contract for Change” campaign won the Creative Effectiveness Grand Prix at Cannes, due to its measurable and sustainable impact for the brand. I was also interviewed by VCU News about my experience working on both Super Bowl commercials — check it out here.
Michelob ULTRA Pure Gold is the first national beer brand to be USDA Certified Organic. Despite consumer interest in organic products and the fact that organic is held in high regard, only 1% of U.S. farmland is organic. Transitioning farmland to organic is time-consuming and expensive for farmers, but many wish to transition, and the future of organic beer is dependent upon more farmers converting to organic.
For Super Bowl 2020, Pure Gold unveiled “6 For 6-Pack,” a long-term commitment in which the brand will help farmers convert 6 square feet of farmland to organic through funding and support for every 6-pack of beer sold. The Super Bowl commercial visually shows that regardless of who you are or where you live, you can help change America’s farmland, just by having a beer.
The “Contract for Change” campaign won the Creative Effectiveness Grand Prix at Cannes, a Gold Pencil at The One Show, and many other awards.
The Contract for Change reads:
Michelob ULTRA Pure Gold’s mission goes beyond brewing the most natural and organic beer. We want to bring everyone the most natural and organic food and drinks. That’s why we’re offering every farmer in America our Contract for Change: A binding agreement to help you overcome the hurdles of the organic certification process, by purchasing your transitional grains during the 3-year transition and by becoming your first organic client once completed. Through good harvests and bad.
You have our word. We have your back. We’re looking forward to using your organic ingredients for our beer. And even more to seeing everything you grow become pure and natural, far into the future.
FEATURED IN: Ad Age, Adweek, Time, CNBC, Business Insider, Ads of Brands, Organic Insider, and many more.
THE TEAM:
Many talented folks at FCB