The topic this week is ads that use the trends that affect consumer behavior, such as age and gender complexity, active lifestyles, health emphasis, etc.

Michelob Ultra's ads stood out to me when it comes to the trends discussed in the book. Michelob prides themselves with their light beer, with great taste and fewer calories. Many of their ads involve older men and women, usually exercising or working. Below is one ad that caught my attention.

While this ad does not involve age or gender, it does hint at the lifestyle their customers live. This ad presumes that people who drink Michelob live the "ultra" life, meaning they are successful, busy, hard workers who like to have a drink every now and then after work. This ad specifically targets the diverse lifestyle, and active, busy lifestyles trends. Below is another ad I thought was appropriate.

This ad targets many trends. The image shows an (adult) woman exercising. She is obviously in shape, and the viewer can infer that she probably leads a busy and active lifestyle. This ad really fuses Michelob's key targets into one image: successful adults, who enjoy working out, and succeeding at everything they do.