THE PURE EXPERIENCE
CLIENT: MICHELOB ULTRA
CREATIVE: MARIANA RUIZ, EVP, EXECUTIVE CREATIVE DIRECTOR
SUPER BOWL YEAR: 2019
THE STORY: Michelob ULTRA’s ad for its Pure Gold label starring Zoe Kravitz brought ASMR, (autonomous sensory meridian response), to its biggest stage and biggest audience ever during Super Bowl LIII. At the time ASMR videos were on the rise and developing a cult-like following for their unique ability to calm and soothe jangled nerves. For an event that’s usually action packed, the brand decided to slow things down.
THE MEMORY: “Nothing beats traveling to Hawaii for a week and working with Zoe Kravitz, but it was way cooler to get mainstream attention for ASMR, a niche type of internet therapy at the time. The spot helped a lot of people discover something new that worked for them.”
Taken from: https://www.edelman.com/insights/definitive-ranking-super-bowl-ads-edelman-creatives