The Super Bowl game gets very competitive around now – and we’re not talking about the football comp. Beer brands are jostling for attention and the ad rules (OK, traditions) are being bent. DDB Chicago and Sydney have worked their way around being blocked from running an ad during the broadcast by launching the ad you can only see in your dreams.

Meanwhile, DDB Chicago and San Francisco are intent on keeping people distracted from watching rival, Michelob Ultra’s, Super Bowl commercial by challenging them to type in an 836-character URL that will air during Michelob’s ad during the game to get US$8 via Venmo for a six pack of Miller Lite beer.

Miller Lite also says that doing so is scientifically proven to burn exactly one calorie, the difference between its calorie count (96 per 375ml can) and Michelob’s (95), which underlines the fact that enjoying a beer with more taste is worth the extra calorie. The URL has been produced in a way that makes it near to impossible to copy and paste it.

The campaign kicked off on February 1 with a full-page ad in the New York Times, as well as the Milwaukee Journal-Sentinel and St. Louis Post-Dispatch, Miller Lite and Michelob Ultra’s respective hometown newspapers. The one calorie burning URL will also run in social, in print advertising and on major podcasts.

“For decades, Miller Lite has been known as the original great tasting and less filling beer,” said Sofia Colucci, Vice President of Marketing, Miller Family of Brands. “Through the years there have been many followers. And while yes, some others may have one less calorie, we know that everyone finds joy in something that tastes great.”