Creative in association withGear Seven

Jimmy Fallon Works Out with John Cena in Michelob ULTRA Big Game Spot

Advertising Agency
New York, USA
The Tonight Show host, The Roots, Usain Bolt, Brooks Koepka and more ‘Do It For The Cheers’ this Super Bowl in campaign from FCB New York and Traktor
Today, Michelob ULTRA unveiled its new Super Bowl commercial from FCB New York, reinforcing that fitness can be enjoyed. 

The 60-second spot stars late night TV host Jimmy Fallon as he learns that fitness can in fact be fun with the help of friends like John Cena, The Roots, Usain Bolt, Brooks Koepka, Kerri Walsh Jennings and Brooke Sweat. Titled ‘Jimmy Works It Out’, the new ad was directed by Traktor and highlights the brand's belief that all the hard work you put in at the gym, on the track, in the studio or wherever you spend your time being active is only worth it if you enjoy it – especially when you can cheers with a refreshing and great tasting Michelob ULTRA afterwards.

"Michelob ULTRA has always celebrated the active, balanced lifestyles of our drinkers and this year we're showing people like Jimmy -- those who may think fitness is a chore -- that they don't have to sacrifice fun to live an active lifestyle," said Azania Andrews, vice president of marketing at Michelob ULTRA. "In our new campaign, people will see that working hard and enjoying themselves don't have to be at odds with each other. We're excited to use the Super Bowl stage to let viewers know that you can have your beer and drink it too."

In the commercial, viewers will see Fallon embark on a series of inherently fun workouts with professional wrestler and actor John Cena, all of which are followed by a round of light, refreshing Michelob ULTRAs. With only 95 calories and 2.6 carbs, Michelob ULTRA is the perfect beer with which to celebrate your hard work in the gym, on the court and beyond, the ad asserts.

"For this commercial, Michelob ULTRA was looking to cast someone who hates working out and loves drinking beer," said Jimmy Fallon. "Luckily for me, when you Google that my name is the first thing that pops up."

“There are a lot of people out there that, like Jimmy says, feel ‘working out suuuucks.’ Michelob ULTRA is all about bringing fitness and enjoyment together, so we paired Jimmy with a cast of admired athletes and friends in one epic workout,” said Gabriel Schmitt, FCB New York executive creative director. “While his journey is pretty unique, everyone can enjoy the same great cheers after a good workout that only Michelob ULTRA can deliver.”

'Jimmy Works It Out' is a part of Michelob ULTRA's brand campaign ‘Do It For The Cheers’, a fully-integrated campaign celebrating the important role enjoyment plays in active consumers' day-to-day lives. The campaign will come to life throughout 2020 as the brand continues to create new ways to bring fun to wellness, one of which will be signing 2,600 consumers to official Team ULTRA endorsement deals – just like the pros. Team ULTRA will recognise and reward individuals, groups of friends, and local crews who are Pros at Enjoyment, providing beer, gear, and VIP access to events throughout the year.  

This year marks the fifth consecutive Super Bowl appearance for Michelob ULTRA and is the most airtime the brand has had in the game to date. 
Agency / Creative
Post Production / VFX
Music / Sound
Work from FCB New York
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