It is tough to get back into the gym. Having a work out buddy makes it less tough to keep on going back to the gym. It looks like Michelob ULTRA agrees with me. They have unveiled its Super Bowl spot, “Our Bar”.

The ad features actual fitness enthusiasts – not actors – doing what they do day-in and day-out: going through a tough workout together and sharing cold beers afterwards. The ad also features the iconic theme song from “Cheers” to underscore the strong social bonds felt every day by members of fitness communities across the country. From cross training to run clubs to spin classes, “Our Bar” depicts the new reality: fitness and enjoying beer can go hand in hand – you can still work out, and then go out.

Taking this a step further for real fans (of both football and fitness), yesterday morning Michelob ULTRA gave Boston and Atlanta fans (21 and older) the chance to put their fitness level to the test for a chance to go to the Super Bowl. In select gyms in both cities, fans were given the chance to complete as many pull-ups as possible in 95 seconds (each Michelob ULTRA contains 95 calories) for a chance to win a VIP trip to Houston for the Super Bowl.

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