As the only beer for people who work out, Michelob ULTRA needed a spokesperson who would be “The Perfect Fit” for their Super Bowl campaign. One who is fit and fun. Someone you’d work out with and go out with. So we went big and signed Chris Pratt to the role of a lifetime. The first spot has fun with him training to be the perfect spokesperson—before finding out he was really cast as an extra in order to make room for other fit and fun people like surfing legend Kelly Slater, New York Marathon winner Shalane Flanagan, and pro golfer Brooks Koepka. The second commercial begins with our famously fit cast singing “I Like Beer,” an iconic American drinking song that was remade, in collaboration with Jon Pardi, one of country music’s most famously fit performers.

We wanted to bring our creative to life on the biggest stage we could think of. So we brought it to the Super Bowl. The one night a year almost the entire nation is tuning in on their TVs. We started the process by thinking of the best spokespeople for MU’s brand, and from there, built a spot that wowed billions. The two commercials were released within days of each other; this was coordinated with a social media blast from our celebrities. And that was complemented by the release of a line of fitness clothes, which proudly featured the line “I Like Beer,” and a contest in which we gave away 95k fitness experiences.

Through the campaign we got 2.26 billion impressions, which were covered in 1,360 stories by publications and organizations like People, Shape, Good Morning America, and Forbes. We garnered 50,000 mentions of the song alone on social media. It doesn’t stop there. We also got a +1,123% increase in Google searches for Michelob ULTRA. And when it comes to sales we had a +22% lift in sales and got people to consider buying Michelob ULTRA 38% more.