creative art director . acd tbwa chiat new york
mariana reis
about
OnAir.Max
Michelob wanted to highlight its biggest benefit: 50% fewer calories than other beers. With a low budget, the focus was on connecting with “beer athletes” aka people who work out just enough to enjoy a guilt-free beer after.
So the campaign was as literal as it was memorable: race tracks, pool lanes, and park running lines that only went halfway. Because sometimes, it’s not about going the extra mile.