In the crowded American beer category, Michelob ULTRA is unique— it’s the only brand that merges beer and fitness. But to most people, beer and fitness don’t go together. And to make matters worse, people in America have become fitness crazy - sacrificing everything in the name health. So, we tapped into a cultural zeitgeist, robots, and used them as way to show that staying fit is only worth it if you can experience enjoyment, and of course beer.

We open on two friends enjoying their early morning run. A running robot speeds past them with immense speed. Golfers practicing at a driving range are in awe of a robot golfer, perfectly striking golf ball after golf ball in quick succession. A robot boxer in a gym strikes a punching bag, bursting the heavy bag at it seems. A female boxer is amazed by his power. In a spinning class, spinners struggle to keep up with our robot spinning instructor.

Finally, the running robot stops in its tracks outside a bar. Something has caught its attention. It looks inside, and we see the characters from earlier in the commercial, enjoying some Michelob ULTRA beers together. It begins to rain and the robot looks sad, lifting its arm as though to cheers, and we realize that robots will never be able to experience enjoyment, and of course superior light beer.