Zoë Kravitz whispers sweet nothings into the microphone as Michelob Pure Gold taps into the phenomenon of ASMR, Autonomous sensory meridian response. When I say 'sweet nothings', I do mean it, "so pure that you can taste it" is one of the lines.
If you're the type, the sounds you hear are supposed to give you goosebumps or tingling at the base of your scalp. Even if it doesn't work on you, the silence in the ad may get the attention of Super Bowl viewers just by being quite different from other ads in the same block. This type of sound is not new in advertising, Magnum ice-cream has had a significant bite sound in their ads since the early 2000s and Flake Chocolate did it in the UK back in the 80s. Updated for 2019 we get a beautiful celebrity and two sensitive microphones, just like how the ASMR youtubers do it.
Trivia, the production team on this ad was an all-female one.
