# Athletic Beer Commercials The Michelob Ultra Super Bowl Commercial Appeals to Athletes By Laura McQuarrie | Published 2016-02-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/michelob-ultra-super-bowl References: [adweek](http://www.adweek.com/news/advertising-branding/michelob-ultras-beautifully-shot-super-bowl-ad-focuses-fitness-169405) & [michelobultra](http://www.michelobultra.com/) The [Michelob](https://www.trendhunter.com/trends/michelob-ultra-zero) 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](https://www.trendhunter.com/trends/athletic-january) 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](https://www.trendhunter.com/trends/healthconscious-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." ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 19% | Activity: 65% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Health-conscious Alcohol:** Disruptive innovation opportunity: Develop low-calorie and low-carb alcoholic beverages to cater to fitness-conscious consumers. - **Athletic Branding:** Disruptive innovation opportunity: Create marketing campaigns and commercials that appeal to athletes and fitness enthusiasts. - **Balance-focused Lifestyle:** Disruptive innovation opportunity: Offer products and services that promote balance in all aspects of life, including fitness and indulgence. ### Sectors Adopting This - **Alcoholic Beverages:** Disruptive innovation opportunity: Explore the creation of healthier alcoholic beverages that align with consumers' desire for fitness and wellness. - **Advertising and Marketing:** Disruptive innovation opportunity: Develop new strategies and creative approaches in advertising and marketing campaigns targeting athletes and fitness enthusiasts. - **Health and Wellness:** Disruptive innovation opportunity: Introduce more products and services that support a balanced and healthy lifestyle, appealing to individuals seeking both fitness and indulgence. ## Related on Trend Hunter - [Low-Calorie Non-Alcoholic Beers](https://www.trendhunter.com/trends/michelob-ultra-zero.md) - [Exclusive Olympic Beer Sponsors](https://www.trendhunter.com/trends/michelob-ultras.md) - [Light Non-Alcoholic Beers](https://www.trendhunter.com/trends/athletic-lite.md) - [Citrusy Alcohol-Free Beers](https://www.trendhunter.com/trends/michelob-ultra-zero-lime.md) - [Interactive Soccer Campaign](https://www.trendhunter.com/trends/michelob-ultra1.md) - [Multi-City Workout Tours](https://www.trendhunter.com/trends/movement-live-by-michelob-ultra.md) - [Football Icon-Backed Ads](https://www.trendhunter.com/trends/fifa-club-world-cup.md) - [Interactive Beer Fridges](https://www.trendhunter.com/trends/michelob-ultra-fridge.md) - [Health-Conscious Light Beers](https://www.trendhunter.com/trends/healthconscious-beer.md)