Michelob Ultra’s Pure Gold ads are increasingly creeping me out

Everyone was talking about Anheuser-Busch’s Bud Light commercials during the Super Bowl. One was a super violent Game of Thrones mashup, and the other was a not-so-subtle knock on competitive light beers that use corn syrup. I say blah to those simple-minded advertisements. Maybe you didn’t notice but Anheuser-Busch actually bought eight ads for various brands during this year’s Super Bowl, including two for Michelob Ultra, specifically its Pure Gold extension, which is a USDA certified organic light lager that’s triple-filtered, brewed free of artificial colors and flavors and “inspired by nature, enjoyed in nature.”

Now, keep those ideas in mind while watching these increasingly odd ads. The first Michelob Ultra Pure Gold Super Bowl commercial above I thought was actually weirdly cool. The Autonomous Sensory Meridian Response ad with Zoe Kravitz gives you goosebumps as the actress and singer whispers into a mic and quietly taps on a Mic Pure bottle surrounded by silent and gorgeous green Hawaiian scenery. The next Super Bowl commercial goes weirder. It’s this spot below where a robot can do everything physically better than humans, yet still can’t enjoy the “naturalness” of Pure Gold, which is kind of sad, noting the bot does seem needlessly cocky.

Then, I noticed the ad below popping up last week on Twitter, making the Pure Gold experience look kind of like the rapture, I guess. Some of the imagery definitely made me forget I was watching a beer ad.