The Michelob Ultra Super Bowl commercial for 2016 positions the brand's beer as a healthy workout reward. As a beer that boasts only 9.5 calories and 2.6 carbs, this beverage is touted as a satisfying alternative for those who tend to push themselves, yet strive for balance in all aspects of their lives.
The commercial features a range of individuals lifting weights, running, swimming, practicing yoga and more. The 'Breathe' ad begins with a series of satisfied exhalations from these athletes and concludes with a similar sound from a bottle of Michelob Ultra's low-carb and low-calorie beer being opened.
The Michelob Ultra Super Bowl ad also introduces a new tagline for the brand: "Brewed for Those Who Go the Extra Mile."