COPYWRITER
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MICHELOB ULTRA PURE GOLD


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THE CHALLENGE

Create a disruptive :60 spot for the Super Bowl that promotes Michelob ULTRA’s Pure Gold, a USDA certified organic beer.

 
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OUR CONCEPT

We’ll cause over 110 million people to simultaneous experience something pure by using ASMR to speak volumes about our organic beer.


:60 spot (Headphones on, volume up)

 

To bring this “out there“ idea to the big game, my partner, creative director, and I: developed the concept, wrote countless scripts, made story boards, recorded scratch VO for testing, and created bid decks for our top directors and talent choices. For me, the craziest part about this spot is how much it’s been viewed on YouTube by choice since it first aired; 16+ million times and counting. Mind-boggling.

 

YOUTUBE MASTHEAD & COMMENTS

 
 

earned on-air media


earned DIGITAL media