Zoe Kravitz, Beer Whisperer

Does the idea of drinking an organic beer in Hawaii with Zoe Kravitz send chills down your spine?

Michelob ULTRA Pure Gold and FCB/Chicago teamed up to make this Super Bowl LIII commercial wherein Kravitz delivers the Pure Gold brand message using Autonomous Sensory Meridian Response-like techniques. In other words, the commercial induces tingling sensations by encouraging drinkers to reconnect with nature through the enjoyment of beer in its organic form.

The TV spot titled “The Pure Experience” marks Michelob ULTRA Pure Gold’s first time appearing in the Super Bowl.

“We launched Pure Gold less than a year ago and the reaction has been amazing,” said Azania Andrews, VP of Michelob ULTRA. “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.”

Michelob ULTRA Pure Gold is the first national organic beer brand to hit the market. Pure Gold bears the USDA organic seal, indicating the rigorous standards and process required to make such a special beer. 

“Working with Pure Gold is cool because I love the idea of bringing a different organic taste to the beer market,” said Kravitz.