Michelob Ultra is tapping internet trend ASMR for their Super Bowl ad. Zoë Kravitz whispers into two microphones in the middle of a pristine wilderness, while making oddly-satisfying sounds using a bottle of Pure Gold, the brand’s organic brew. The quiet spot is a clear play for Millennials, not only because it incorporates autonomous sensory meridian response but because it promotes “the power of an organic beer to help people reconnect with nature”—an appeal to young consumers’ penchant for natural products. (MediaPost)
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