“These days, I’m trying to stay in top shape for work. So, when I see a beer I can’t help but squint my eyes and imagine a treadmill.”
No, that’s not me talking. It’s Chris Pratt, who appears in a new Michelob Ultra Super Bowl spot that premiered yesterday from the fastest growing beer brand in the country.
Titled “The Perfect Fit,” the 30-second Super Bowl spot chronicles Pratt’s journey to prepare for his first ever TV commercial — and it just so happens to be for the big game between my beloved Eagles and the much-hated Patriots (sorry, Patriots’ fans, my column and I get to be biased).
In this fun spot from lead agency FCB Chicago, The Guardians of the Galaxy and Jurassic World star proves to America that you don’t have to choose between being fit and having fun, you can do both. Watch the 60-second version directed by Gary Freedman of Reset Content, below:
It’s clear from this first of two spots, that the brand believes it’s possible to be active while still enjoying a beer with a clean, refreshing taste. It also makes sense to team up with the likable Pratt who is known for his charismatic sense of humor and notable personal fitness regimen.
“Michelob Ultra has always been a different beer. The beer for the fit,” said Liz Taylor, FCB Chicago’s chief creative officer. “Who better to help us get that message across in an entertaining way on the world’s biggest advertising stage than an actor who embodies the ethos of the brand. He’s fit. He’s funny as hell. He loves beer. And he probably speaks raptor to boot.”
Azania Andrews, Michelob Ultra’s VP, agrees with the decision to use Pratt, who will appear in probably two of the biggest films this year, Avengers: Infinity War and Jurassic World 2.
“The Super Bowl is a huge stage, and we are really excited to partner with Chris Pratt,” she said. “(His) dynamic personality and passion for fitness embody the spirit of our brand so perfectly – and make him the ideal choice to share this message with viewers around the country.”
As a sequel to “The Perfect Fit,” Michelob ULTRA will air a second spot — “I Like Beer” — during the game. This will be the first time that Michelob Ultra has had two spots in the big game.
Featured with Pratt in the commercial are US Open Golf Champion Brooks Koepka, 11-time World Surf League Champion Kelly Slater, and 2017 NYC Marathon winner Shalane Flanagan. All are known for their commitment to living an active, balanced lifestyle.
The ad brings these personalities together to sing along to “I Like Beer” – re-recorded by country music artist, Jon Pardi – a new anthem for Michelob ULTRA that demonstrates how it’s possible to be fit and still enjoy a beer. “I Like Beer” will be released later this week.
CREDITS
Client: Michelob ULTRA, Anheuser-Busch InBev
VP, Marketing USA — Marcel Marcondes
Michelob ULTRA VP, Marketing — Azania Andrews
Michelob ULTRA, Senior Director — Marcela Garcia
Michelob ULTRA, Senior Brand Manager — Spencer Gordon
Agency: FCB Chicago
Chief Creative Officer — Liz Taylor
Worldwide Creative Partner — Fred Levron
VP, Creative Director — Andy Kohman
VP, Creative Director — Josh Hurley
Associate Creative Director — Nick Howard
Associate Creative Director — Nick Stoner
SVP, Director of Integrated Production — Will St. Clair
Executive Producer — Chris Wickman
Director of Music — Stump Mahoney
VP, Management Director — Kiska Howell
Account Supervisor — Julie Crimmins
VP, Strategic Planning Director — Tom Hehir
Planning Director — Matt Babazadah
Celebrity Talent Acquisition: The Marketing Arm
Vice President — Brad Sheehan
Production Company: Reset Content
Director — Gary Freedman
DP — Jo Willems
Producer — Andrew Travelstead
Managing Director (Reset Content) — Dave Morrison
Executive Producer — Deannie O’Neil
Editorial: Exile
Editor — Kirk Baxter
Assistant Editor — Zaldy Lopez
Producer — Michael Miller
Color: The Mill
Colorist — Luke Morrison
Producer — Laurie Adrianopoli
Finishing: Lord + Thomas
Senior Post Producer — Clare Deady
VP, Director of VFX/Motion Design — Roman Mendez
Sr Audio Engineer — Jason Ryan
Assistant Audio Engineer — Batsirayi Zesaguli
Finishing Editor — Justin Orr
VFX Designer — Derek Viramontes
VFX Designer — Tom Mackey
Associate Finishing Editor — Nate Brav-McCabe
Music: Catfish Music
Composer — Jeff Boyle
Composer — Chip Jenkins
Producer — Lisa Boyle
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
