Remember the last time you sat down and drank 12 beers?
Neither do we.
Because, like you, we’ve got better things to do, such as bringing a superior light beer to the world. And while our goal is beer-focused, we’d never get it done if we spent all of our time drinking beer.
You are a parent … an employee … an athlete … and many more things that require concentration, persistence, and resilience, day in and day out.
But every once in a while, your tireless dedication deserves a moment of celebration. And that’s when our hard work belongs in your hand. It’s true that beer should never be your main focus. But a great tasting beer should still be your reward. 

 
Balance_Presentation_141204PM43.jpg

 

INSIGHT  Our target is too busy to sit at a bar and drink. They’re active and achieving.  

STRATEGY  Let’s turn happy hour and all the conventional drinking ideology on its head to mean something greater and more ambitious.

 

HAPPY HOUR – BOXING :60

PICTURE SEQUENCE

Open on a woman in a boxing ring, preparing to spar. She carefully wraps her hands. Pops in a mouth piece. Puts on her gloves.

She begins sparring with her coach. Punching, kicking, blocking …
Her intensity picks up as she continues her monologue.

We see her go left-left, right with a quick 2-and-1 combo.
Cut to the two of them off to the side benches, Michelob Ultras in hand.

VO:
My Happy Hour starts right now.
This is where I let my hair down …
and put all the day’s questions to rest.
My Happy Hour begins with a …

BOXING BELL SFX: DING DING DING …

And anyone who hits on me …
gets my undivided attention.

2-for-1 specials? Coming right up.
At my Happy Hour, I always get the first couple rounds …
and I always stick around for the last.

ENDCARD: Michelob Ultra
THE BEER FOR THOSE WHO HAVE
BETTER THINGS TO DO THAN DRINK BEER


Garage :30

PICTURE SEQUENCE
Open on a normal garage attached to someone’s home.

We see a group of friends working on a disassembled motorcycle, parts strewn here and thereWe see a new friend casually enters with a 6-pack and gets to work with the others.

Throughout the spot we see the the guys tightening bolts, scrubbing parts clean, straightening wheels.

Cut to later in the night. They’re wrapping up. One of them turns the key, and revs the engine. It roars to life, and their eyes all light up. 

VO:
I own a little spot called The Garage.
Happy Hour starts every night at 6PM … or 7 … or whenever you get here.
All my friends get in for free through the side door.
… And the patrons never get too sloppy …

A guy drops a blob of axle grease on the floor

Well, almost never.
At my Happy Hour, you can spin the wheel, but the specials don’t change.
And it gets a little loud at the end of the night.

ENDCARD: Michelob Ultra
THE BEER FOR THOSE WHO HAVE
BETTER THINGS TO DO THAN DRINK BEER



THE BUREAU FOR BETTER THINGS TO DO

Michelob Ultra would not only tell consumers to live a more enriching life, we'd actively empower consumers to do so. The Bureau for Better Things to Do would be a hub where we would highlight and promote Kickstarter projects, get consumers in touch with local athletic events, start brick-and-mortar collaborative project spaces, and even partner with Equinox to give our Michelob Ultra fans a premium experience.

 

 

ROCK-WALL POP-UP DISPLAY 

Want to earn a Michelob Ultra? You'll have to do more than take it off the shelf. You'll have to go all out to reach it with this rock-wall display