While Anheuser-Busch InBev has pulled Budweiser from this year’s Super Bowl ad derby, other AB InBev brands will be participating, including Michelob ULTRA with this spot, titled “Happy,” from Wieden+Kennedy New York.
Part of the overall “It’s Only Worth It If You Enjoy It” campaign, the :60 enlists the help of sports superstars including Serena Williams, Anthony Davis, Peyton Manning, Brooks Koepka, Jimmy Butler and Alex Morgan, to showcase the less-heralded-but-equally-important parts of their lives that ultimately play a role in their success: time spent with family and friends, exploring a new hobby and enjoying life. The spot proves to America that you’re not just happy because you win, you win because you’re happy.
This will mark the sixth consecutive appearance for Michelob ULTRA in the Super Bowl ad lineup.
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Credits
Client Michelob ULTRA Agency Wieden+Kennedy New York Karl Lieberman, global chief creative officer; Dan Hill, director of strategic planning; Christine Gignac, Matt Mulvey, group creative directors; Will Binder, Blair Warren, associate creative directors; Nick Setounski, head of integrated production; Jessica Griffeth, executive producer; Craig Keppler, sr. producer; Ellery Luse, strategy director. Production Pony Show Entertainment Susan Kirson, managing partner/EP; Jeffrey Frankel, exec producer; Fern Martin, line producer; Hoyt van Hoytema, DP; Andre D. Wagner, photographer. Editorial Joint Studios Tommy Harden, editor; Kris Faris, Ian DeVore, editorial assistants; Leslie Carthy, Amanda Ornelas, exec producers. Editorial Lost Planet Adam Gough, editor; Luftar Von Rama, Steven San Miguel, editorial assistants; Krystn Wagenberg, exec producer; Casey Cayko, producer. Telecine Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. VFX/Finishing The Mill Clairellen Wallin, exec producer; Ija Ochoa, producer; Anne Trotman, 2D lead; Tara Holland, David Forcada, Samuel Caine, 2D artists. Audio Post Sonic Union Steve Rosen, mixer; Pat Sullivan, exec producer. Music Company Walker Sara Matarazzo, sr. exec producer/owner; Abbey Hendrix, exec producer; Julianne Wilson, music supervisor; Christopher Keyes, engineer. Music Track "Can I Kick It," A Tribe Called Quest, music artist; SonyATV, publishing; Sony Music & Universal Music, label.
Steve Fuller wrote, directed and served as artificial intelligence creative lead on this AI spec film for the Amazon Fire TV Stick.
Fuller took on the spec piece not as a tech demo but rather as a storytelling experiment. He was no stranger to AI going into the project, having deployed it for the past couple of years on treatments and as a means to supercharge his design work. Still, the veteran director--who’s enjoyed a longstanding relationship with Jeff Lewis’ The Directors Network--felt the need to learn and experience more when it came to AI. Thus he initiated a spec piece so he could integrate AI even better into his narrative toolbox.
Spurred on by a desire to discover how his directing instincts could translate into the best utilization of AI resources, Fuller came up with a creative concept for a product he was a user and fan of--the Fire TV Stick. What if a treasure trove of iconic characters and worlds were racing towards a huge Fire TV Stick in the middle of a desert, converging there in order to compete for viewer attention? And the climax of the spot has a household about to make the fateful choice for what they’re going to watch from all these varied options and forms of entertainment.
While via AI he was able to amass major celebrity talent and elements of blockbuster entertainment franchises for the Fire TV Stick adventure, that wasn’t the objective for Fuller who explained, “I was not trying to make a short film and suddenly have it star Brad Pitt or Tom Cruise. Instead I wanted to see if I could use AI to make a really big and epic commercial.” The spec project was designed to open up the opportunity to curate imagery, create video sequences--all the while making choices as a director. “I approached it as I... Read More