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Michelob Ultra "Our bar" (2017) 1:00 (USA)

Lots of sweaty people working out in this spot for Michelob Ultra who has, since its inception, has positioned itself as the post-workout you deserve it, beer. As with so many ads airing this Super Bowl I have to keep asking myself, why is this a Super Bowl spot? If I squint I suppose I can relate it to having a beer after a work out of the Super Bowl caliber, but that's a stretch. The larger question is, why choose to use the Theme Song From Cheers? Dr Pepper already used it, and so did Chevy Cruze, just three years ago. I don't use the word "hack," very often but nothing is more hack than using a familiar song in a spot that's already been used a few times in recent history.

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

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