Michelob ULTRA has tapped sultry singer/actress Zoë Kravitz to star in the beer brand’s Super Bowl ad. In the spot, the brand makes use of ASMR (autonomous sensory meridian response) to drive home the full sensory experience of its Pure Gold organic light beer.
“Pure Gold is the first organic light lager from a major brewer and we felt like our job is to help people understand what organic beer is all about,” said Azania Andrews, Michelob Ultra vice president of marketing. “
Set in a lush green environment, Kravitz is seated at a natural wood table with acrylic legs set upon a wood platform that appears to be floating. “Let’s all experience something…together,” she whispers, using two mics to softly drive home her point.
While ASMR is not a new phenomenon (Cardi tried it out for a magazine feature), at a loud sporting event known for in-your-face ads, it will be interesting to see how watchers respond to 45-seconds of whispering.
Check out the spot below.