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Michelob Ultra has updated their tagline to "Live fit. Live fun. Live Ultra." and engaged Chris Pratt in a humorous little ad for Super Bowl LII. In the ad, Chris is convinced that he has the role as spokesperson for Michelob ULTRA and he goes all-in with weight training and practising, annoying random joggers, police officers and his personal trainer along the way. There's a 90 second edit of this ad here which will air at other times and be pushed on the web, but for the Super Bowl 2018 the 30-second edit is the official ad. Shame, because the "I'm the new spokesperson" vs "I'm the employee of the month" banter was probably the funniest bit in this rather humdrum ad that relies on shirtless celebrity for impact. The beer brand is relaxing their "fitness" selling point in this campaign compared to previous super bowl ads, as fitness doesn't have to mean working out seven days a week. Later in the game, another ad will air, "I Like Beer," starring Pratt alongside pro golfer Brooks Koepka, pro surfer Kelly Slater and marathon runner Shalane Flanagan.
Client: Michelob Ultra