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6 February 2019

How does a drink sound?

by Syd Briscoe

Michelob Ultra: “The Pure Experience” - 60s

Low-calorie beer brand Michelob Ultra jump on the ASMR train in this sound-driven Super Bowl commercial. Drawing attention to the brand's new organic incarnation, the film sees actor ZoŽ Kravitz deliver the kind of breathy vocal performance so revered by the food and drinks sector while she taps, spins, and pours a bottle of beer.

Regardless of whether this film makes one tingle or not, it's a canny move from the brand. By focusing on the sensory experience of the product itself - the sound and fizz of the pour, in particular - rather than the social context of consuming it, they appeal to a different kind of drinker. A majority-female crew helps usher the brew into a new era, too.

Film Production: Partizan Ⓟ Ⓦ
Director: Emma Westenberg ♀ Ⓟ Ⓦ
Producer: Andrew Denyer
Cinematographer: Ula Pontikos
VFX: The Mill Ⓟ Ⓦ
Colourist: Mikey Pehanich @ The Mill Ⓟ Ⓦ
Actor: Zoe Kravitz

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