FCB Chicago and Michelob Promote Organic Farming on Super Bowl

11 February 2020

In a 60-second spot for the Super Bowl, FCB Chicago worked with Michelob ULTRA Pure Gold to promote the organic beer’s new “6 for 6-Pack” program, a long-term commitment to help transition 6 square feet of conventional farmland to organic for every 6-Pack sold.

Today, less than 1% of U.S. farmland is organic. And converting land is incredibly expensive and time-consuming – a challenge that shouldn’t rest on the shoulders of farmers alone.

Instead, this spot shows how Americans from all walks of life can come together and make an impact. Whether you’re a surfer, vogue dancer or football fan, everyone can help change America’s organic farmland…simply by having a beer.