Cannes Lions

The Pure Experience - Michelob ULTRA Pure Gold Super Bowl

PARTIZAN ENTERTAINMENT, Los Angeles / AB INBEV / 2019

Film
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Overview

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Credits

Overview

Background

Emma was selected to Direct the spot as the agency and client wanted an inspiring storyteller who was adept at connecting with their audience in an authentic, meaningful way. As a female Director Emma also fitted in perfectly with the agencies vision of using an all female team to create & produce the spot. The idea was written by a female Creative Director, a female CCO, a female AB, a female DOP, a female Director and an all female production team for the agency. The 60-second ad was broadcast during Super Bowl 2019, as well as being posted to YouTube on Jan. 28 where it's racked up nearly 14 million views since it’s release.

Execution

Michelob Ultra wanted to stand out with a whispered message about its organic brew, Pure Gold, for its second Super Bowl spot. Actress Zoe Kravitz stars in the 45-second ad from FCB Chicago which uses quiet, deliberate sounds in the hopes to trigger ASMR (autonomous sensory meridian response) for viewers while also giving them a sense of how Pure Gold is different.

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