FCB-Michelob ULTRA spot bowed during the Super Bowl

A 30-SECOND SPOT, “Our Bar” from FCB and produced by Radical Media for Michelob ULTRA — the fastest growing beer brand in the U.S. — bowed on Sunday’s Super Bowl.

The spot used real people to demonstrate Michelob ULTRA’s commitment to support and celebrate authentic fitness communities. From training to run clubs to spin classes, “Our Bar” depicts the new social fitness reality that fitness and enjoying beer can go hand in hand: you can work out, and then go out.

Exercising together and having a conversation over beers afterwards results in a deep social experience that brings people closer together.

“We recognized that the social lives and beer-drinking occasions of the Michelob ULTRA consumer extend beyond gathering at the bar or at home with friends,” said Azania Andrews, VP/Michelob ULTRA.

“Communities forming around fitness activities represent a new type of socializing.’Our Bar’ emphasizes that beer is a part of this new world, grounded in celebrating accomplishments,” she added.

WORKING WITH LEO BURNETT, BAM! Studios provided the sound design/mix and voiceover recording for the Nintendo Switch home / mobile hybrid gaming console that will be released March 3.

Engineer Dave Leffel and assistant Alejandra Leon, sound designed and mixed the spot with rock band Imagine Dragons’s mew song, “Believer,” and sound effects from the game “The Legend of Zelda: Breath of the Wild.

They also will be mixing a series of Nintendo Switch commercials and online videos and several highlight games available for the Ninento Switch.

EXPLORE MEDIA ENDED 2016 with two fast-and-furious Home Chef “Making it Happen” spots https://vimeo.com/199174410 produced in mid-December for agency O’Keefe Reinhard & Paul. Director Jeremy Pinckert and DP Chris Rejano shot Dec. 14 in the north suburbs on a day when the temperature was 10-degrees “and the Explore Media team made it seem like the height of winter,” compliments agency EP Scott Mitchell.

OR&P credits: CCO, Matt Reinhard; CD Marian Williams Froelich; producer, Justine Massa; art director; Mallory Sohmer; editorial: the agency’s in-house Whiskey & Bananas.

Explore Media: Jeremy Pinckert, director; Seth Deahl, producer; Christopher Rejano, DP; Jimmy Fahey, 1st AD; Caton Volk, food stylist; Michael Deuson, location manager; Four Star Casting.