The Perfect Gold commercial features actress Zoe Kravitz, daughter of Lenny Kravitz and Lisa Bonet, who is known for her roles in “Mad Max: Ire Road” and HBO’s “Big Little Lies.” In the ad, Kravitz uses autonomous sensory meridian response techniques like whispering and electronic eavesdropper a on draught a Pure Gold bottle into microphones. ASMR is a growing trend on YouTube, with the most popular videos reaching uncountable than 500 million views. Some viewers find the videos relaxing because the techniques can trigger tingling in their scalps and spurs.
Fellow beverage giant PepsiCo has teased its own ASMR-inspired ad starring rapper Cardi B tapping on a diamond-encrusted Pepsi can.
In augmentation to hopping on a trend popular with millennials, ads showcasing ASMR’s subdued techniques could stand out among other commercials that struggle for attention by raising the volume.
The Pure Gold ad brings Michelob Ultra’s total Super Bowl airtime to 75 seconds. Friday, the trade mark released its other spot for Michelob Ultra, which targets U.S. Latinos in an effort to keeping growing sales of the label’s non-organic light beer.
Parent company AB InBev has eight ads running during the football game, the most in the callers’s recent history. To combat declining beer sales, it’s been investing heavily in marketing. Other released ads subsume a Budweiser commercial promoting its use of wind power with its iconic Clydesdale horses and a Bon & Viv Spiked Seltzer commercial plunge its hard seltzer.
Bud Light, which will also have its own Super Bowl commercial, is getting extra distinction by promising free beer to the winning city. It handed out free beer during the Philadelphia Eagles’ victory esplanade last year.