The ad ends with a cameo from Colombian singer Maluma opening the beer at a bar with friends. The musician’s most popular song to date “Felices Los 4” has more than 1.4 billion views on YouTube.
“It’s the beginning of the new partnership focused on engaging the U.S. Latino audience,” said Azania Andrews, vice president of marketing for Michaelob Ultra.
Andrews said the beer is already popular with Latinos in certain parts of the country. The Super Bowl ad won’t be the only effort to reach out to the demographic. Maluma will be promoting the beer throughout 2019 through additional content and events.
Anheuser-Busch will use its other Super Bowl ads to promote Michelob Ultra Pure Gold, Budweiser, Bud Light, Stella Artois and Bon & Viv Spiked Seltzer. One of its Budweiser ads, released Wednesday, promotes its use of wind power and brings back the brand’s Clydesdale horses. The alcoholic beverage giant has also released its commercial for its hard seltzer, which shows two mermaids pitching the product underwater to sharks in a reference to the TV show “Shark Tank.”
Disclosure: CNBC owns the exclusive off-network cable rights to “Shark Tank.”
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