Evolution of Contract for Change

Michelob Ultra Pure Gold has unveiled its highly anticipated Super Bowl commercial. The organic beer’s commercial announces its new '6 For 6-Pack' program which allows consumers to join Michelob Ultra’s mission to help farmers transition to organic. A portion of sales from each purchase of a 6-pack of Michelob Ultra Pure Gold will go directly to farmers looking to transition to organic.

Less than one percent of American farmland is organic, but with more and more people switching to organic food and beverages, the leading organic beer brand recognizes the importance of making organic ingredients accessible.

'6 For 6-Pack' is an evolution of Michelob Ultra’s Contract for Change, an initiative introduced last year which helps farmers who wish to transition to grow organic crops, and will be supported with an integrated 360-degree campaign.

Credits.

Client: Michelob Ultra Pure Gold Super Bowl

Title: 6 for 6-Pack

Director: Georgia Hudson, Park Pictures

Editor: Paul O’Reilly, Stitch

VFX: MPC