Michelob Ultra Commercial with Lance Armstrong

We've all heard the saying "live life to the fullest" at least once in our lives. But how often have we heard the saying "live life to the Ultra"? Michelob Ultra is taking life to the next level with their new Ultra beer. Unlike most beer commercials that merely show a man who loves his beer, Michelob has decided to make their beer a part of a certain lifestyle, the Ultra life. This commercial starts off showing the beer's label as a catchy song begins to play. The viewer is soon shown what the life of an Ultra drinker consists of. They are shown as fearless, fun-loving, and extreme. One part that I actually enjoy is when it says "and even though they live life like there's no tomorrow, they already have plans for tomrorow." As sad as I am to admit this, I can easily see why this could make someone believe that drinking this beer could help them achieve the "Ultra-Life"; which is exactly what this advertisement is going for. The composition of this ad is a little more complex than the typical ad you would see on television. It shows multiple scenes of Ultra beer drinkers doing fun activities such as getting together with friends and mountain biking. Although the people throughout the commercial may be of different races and of a different sex, they are all united by the fact that they are drinking Michelob Ultra. Another interesting feature of this commercial is the use of Lance Armstrong to promote the "Ultra Lifestyle." Armstrong is a familiar face to most Americans. He is known as a profound and dedicated athlete who is also a survivor of cancer. Seeing him could make viewers further believe that drinking this beer can help them achieve great things, which may or may not be true. Just as some extra information, possibely to make it easier to understand where my views are coming from for the readers of this blog, I'm neither against drinking or for it really. In moderation, I don't see it as a bad thing whatsoever. I've been to my share of parties but am usually just a social drinker so it's easy for me to see both sides of drinking. One thing I do disagree with when it comes to most alcohol or cigarette advertisements is how they portray the people. They make it seem like anyone who smokes or drinks is thing, beautiful, and happy. We all know that's not always the case although sometimes it could be. It makes me worry about the younger viewers that might see these ads and think that their life can only be that great, or they could only achieve certain things if they smoke or drink. One downfall to this commercial is that it goes right along with that popular trend. The people in this ad are shown as athletic, trendy, confident, and happy. It's as if the message of this whole advertisement is "drink our beer and you can become like these Ultra-lifestyle lovers." It wants the viewer to think that drinking this beer, with its 95 calories and a mere 2.6 carbs, is the best choice over any other beer and a way to success. Throwing in the beers nutrition facts is also appealing to beer consumers and could be a factor for which beer they would end up buying. I understand that you can't make a bad commercial and still expect to sell your product, but I think they could make most of them a little more realistic. The overall subject/focus of the commercial is to sell more beer. Michelob chose all these different people in many different scenes to show that anyone can live the Ultra Life as long as they're drinking Michelob beer. This commercial probably appeals to an audience of younger adults. Although I'm not a big drinker I do enjoy having some drinks with friends and going to parties. And even though I don't particularly like beer, I think this advertisement adequately represents the young adult drinkers. I can easily identify with the events and things shown in this advertisment, I mean I am a freshman in college. On the other hand,this advertisement may not particularly appeal to older adults who still enjoy drinking beer. They are likely to not be as active as younger people and may not be able to identify with the party scene anymore. Instead of going out to bars or parties, they may see beer as a relaxation tool and would prefer to be at home while they enjoyed it. For me, it still doesn't persuade me to drink their beer just because of what they've shown me in their commercial. Mainly because of the downside to their commercial, the fact that they don't show any negatives to consuming beer. I have seen many of these negatives first hand with friends such as getting in trouble with the law, car wrecks, beer bellies, and the dreaded freshman 15. I do think they do a better job of persuading than most commercials do. Instead of just talking about their product, such as how good it tastes or how much you'll love it, they incorporate it into this entire lifestyle. Most consumers will find this commercial appealing because of the numerous details taken into consideration. From the beautiful people, to the interests, to the total "Ultra-Lifestyle" package, this commercial goes above and beyond to make an impression on anyone who lays eyes on it.