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Michelob ULTRA Pure Gold and Zoe Kravitz make a sensual pairing in what we’re pretty sure is the first ASMR-style beer spot ever.
Here’s the deal…
With Super Bowl Sunday nearing all the Big Beer companies have begun showcasing their game-day commercials including one promoting Michelob ULTRA Pure Gold, the nation’s first major USDA certified organic beer, which features Zoe Kravitz and has fun with ASMR videos.
ASMR is short for “autonomous sensory meridian response.” And it refers to the sensual response of the body to certain specific stimuli like the sound of rustling paper, whispering, repetitive tapping or scratching.
Turns out certain sounds can create a visceral explosion of relaxation and that has led to the growing world of ASMR videos on YouTube that are designed to deliver this calming response and have attracted millions of viewers…
Tapping its own ‘natural’ directive, Michelob’s new spot features Zoe Kravitz (a natural beauty herself) in a spectacular Hawaii setting as she gently encourages drinkers to reconnect with nature through the enjoyment of beer in its most organic form, along with her own ASMR inducing sonic soundtrack.
Since it debuted in 2018, Pure Gold has been one of Anheuser Busch’s fastest growing new brands, appealing to consumers who prioritize natural, organic lifestyles and its label bears the USDA organic seal, indicating the rigorous standards that this beer has met.
And whether or not Zoe Kravitz actually drinks this beer in “real life,” hardly matters. She clearly had fun doing the Super Bowl spot, and an all-expense paid junket to the Hawaiian Islands doesn’t suck either…
“Working with Pure Gold is cool because I love the idea of bringing a different organic taste to the beer market. “We had great time in Hawaii shooting the commercial. It was such a beautiful setting, I felt very lucky to be there. I’m excited to share that experience with everyone.”
But, we assure you Azania Andrews, the VP of Michelob ULTRA does drink this beer and he was more than willing to wax poetic about it (and her)…
“We launched Pure Gold less than a year ago and the reaction has been amazing. It was a no brainer to use the Super Bowl stage to make an even bigger introduction of this beer to the country – especially in such a disruptive way with a partner like Zoe Kravitz.”
“More and more people are choosing to incorporate wellness and mindfulness into their lives – whether that’s hiking, meditating or paying more attention to what they are eating and drinking. Pure Gold is an organic beer that provides drinkers with an option they can feel good about without sacrificing a pure, refreshing taste.”
Want more on Super Bowl Beer Commercial? There’s this…
BUDWEISER’S BREEZY NEW SUPER BOWL LIII COMMERCIAL
And also this…
