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While robots and artificial intelligence may be coming for our jobs, there’s on thing they’ll never be able to get their cold metallic hands on – our pints.


This is the idea behind Michelob ULTRA’s 2019 Super Bowl advert, as we see a montage of robots outperforming their human counterparts in activities like running, cycling and even golf. The end reveal sees a robot watching people enjoy beer in a bar with the tagline “It’s only worth it if you enjoy it”, pointing out that for all the millions of calculations they can do in a second, they will never have that “aaah” moment at 5:10pm on a Friday…

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Michelob ULTRA|Robots|Super Bowl

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