The pseudoscience behind Michelob Ultra Pure Gold organic beer

Beer companies often use sex to sell their beers, but Michelob Ultra is reinventing the beer commercial by advertising something else millennials crave: health.

The company’s Super Bowl commercial for its organic Pure Gold beer has all the trendy elements. It features up-and-coming celebrity Zoe Kravitz wearing a sexy tropical sarong. She’s sitting on a wooden platform built into naturally pristine mountains overlooking water. And she’s whispering into the microphone to mimic the autonomous sensory meridian response techniques made popular on YouTube (some viewers claim ASMR gives them a tingling sensation). This is “beer in its organic form.”