Beer brand turns everyday annoyance into cautionary tale

A familiar type becomes the punchline

February 9, 2026: Michelob Ultra’s Super Bowl commercial revolved around a simple message delivered with sharp humor: don’t be a Greg. The ad introduced Greg as the embodiment of low-energy, self-centered behavior — the guy who kills the vibe by complaining, overindulging, or refusing to keep up.
Instant recognition.

Image Credit: Michelob Ultra

What being “a Greg” means

In the commercial, Greg represents the opposite of Michelob Ultra’s brand identity. He’s sluggish where others are active, negative where others are upbeat, and generally out of sync with the moment. The label becomes shorthand for behavior viewers instantly understand — and don’t want to emulate.
Type cast.

Humor with a lifestyle edge

Rather than relying on shock or spectacle, the ad leaned on observational comedy. The humor came from exaggeration and relatability, allowing audiences to laugh both at Greg and at themselves.
Soft roast.

How Michelob Ultra fits the message

Michelob Ultra positioned itself as the alternative to Greg energy — light, active, and socially aware. The beer isn’t framed as indulgence, but as something that fits into movement, balance, and good company.
Brand alignment.

Image Credit: Michelob Ultra

Audience reaction

Viewers quickly latched onto the phrase “Don’t be a Greg,” turning it into a meme-ready takeaway. Social reactions suggested the ad succeeded in creating a catchphrase without forcing it.
Catchphrase unlocked.

Image Credit: Michelob Ultra

Final thoughts

Michelob Ultra didn’t reinvent Super Bowl advertising — it refined it. By turning an everyday annoyance into a relatable warning, the brand delivered a message that stuck without shouting.
Lesson learned.

FAQs

Q1: What is the Michelob Ultra Super Bowl ad about?
It humorously warns viewers not to act like “Greg,” a character representing negative, low-energy behavior.

Q2: Who is Greg in the ad?
Greg is a fictional character used as a cautionary example.

Q3: Why did the ad resonate?
Because it tapped into relatable social dynamics with light humor.

Q4: What message was Michelob Ultra sending?
That its brand aligns with balance, positivity, and active lifestyles.

Q5: Did the phrase “Don’t be a Greg” catch on?
Yes — it quickly became one of the ad’s most quoted elements.