Lance and Ultra – Huh?

As much as I do considerable research and reading on the web, I’m still a big fan of the printed word and so read a large number of magazines on a more or less regular basis. One of these is Runner’s World, which I enjoy for its tips on how to make my running life easier and less painful. (When you eat and drink as I do, you need some kind of activity to keep the weight from piling on. Mine is running.)

And so I came to the February issue of Running World, where runs an eye-catching, two page endorsement of Michelob Ultra by no less than Lance Armstrong. Which is all fine and good – I begrudge no one their endorsement dollars – except that it contains as a major component a Q&A with Armstrong in which the cyclist is asked “How does Michelob Ultra fit into your balanced lifestyle?” His response:

I am a guy who enjoys going out and pushing myself to the limit. That could mean a 6-hour bike ride or a 2-hour gym session. Whatever the activity, I enjoy the rewards of a hard workout.

Excuse me? Does this at all answer the question, and if so, please someone explain to me how? In suspect that the answer has something to do with the vagaries of US advertising laws as they pertain to beer, but even so, this strikes me as a most curious thing to work into advertising copy.


Filed under beer advertising, blather

4 responses to “Lance and Ultra – Huh?

  1. ATJ

    I wonder if pushing himself to the limit means that he also enjoys having a right old booze-up? That’s how I read it…

  2. I read this very lightly and just figured this is a soundbite from a famous guy whose PR wants him to come across as saying a lot without saying too much.

    I interpreted it as meaning that he finds an alcoholic drink at the end of the day/workout (a light, refreshing one at that?) to be a just reward.

  3. Just because he’s promoting it doesn’t mean he actually drinks it. Sounds to me like an avoidance answer. I doesn’t really fit into my active lifestyle so I will avoid actually answering the question.

  4. Andy

    He might be getting paid by Micheleob, but you can bet it’s Shiner Bock in his fridge

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