5 Super Bowl Ads To Watch For
ADWEEK|January 28, 2019

From The Funny To The Scary To The Downright Puzzling.

David Griner

Super Bowl ads used to be all about going big: big ideas, big productions, big celebrities and big ol’ crotch hits. These days, marketers are taking a few different approaches in hopes of breaking through the crowded chaos of your living room, your TV screen and your social media feeds. So during this year’s game, we’ll be watching for the ads that bring parties to a standstill and make every other spot feel like $5 million filler. Here are five ads that our editors feel will be worth watching (and tweeting about):

MICHELOB ULTRA PURE GOLD

Part of Anheuser-Busch’s epic ad buy in this year’s Super Bowl, totaling more than five minutes of advertising, the Michelob Ultra spot is certain to be an attention-grabber.

Serene in the extreme, this spot brings the soothing world of ASMR to the Super Bowl with the whispered vocals of Zoë Kravitz and the gentle sounds of a Michelob Ultra Pure Gold being opened and poured. Set against a lush tropical backdrop, the ad is meant to help the beer stand out as an “organic light lager.”

ASMR (the use of soft sounds to create a tingling sensation in the listener’s brain) has certainly been a growing trend among marketers, ranging from KFC to Zippo. Will it work in a Super Bowl setting? We shall find out on Sunday.

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