Our hearts beat on average 2.5 billion times in our lifetime, and Lenny Kravitz believes that makes everyone a billionaire.
His 1991 Billboard Hot 100 No. 2 hit “It Ain’t Over ’til It’s Over” might not have 2.5 billion beats in it, but it sure conjures up music and sports-related nostalgia, and even the feeling of desperately hanging on to a relationship.
Thirty years after the release of “It Ain’t Over ’til It’s Over,” the Grammy-winning rock star is striking up the ’60s Motown and ’70s Philly soul groove of the song in his “Heartbeat Billionaire” commercial for Anheuser-Busch’s Stella Artois, which will air during the Super Bowl LV on Sunday (Feb. 7).
During the musical featurette, Kravitz mimics his heartbeat while playing “It Ain’t Over ’til It’s Over” on the drums and guitar. The memorable song then catapults Kravitz into a colorful animation, where he toasts to creating more memories with his bandmates.
“This campaign is about investing in each other, using our 2.5 billion heartbeats to spread love, to nurture the relationships in life that are important to us during this time,” Kravitz tells Billboard. “This [pandemic] has been an opportunity, despite all the drama that’s going on, to really connect with our loved ones and our families, and it’s given us an opportunity to see what is important in life. At the end of the day, it’s how are you going to spend your life? What kind of energy did you put out there into the world?”
Kravitz remembers spending the early days of his life watching the New York Mets play with his grandfather and hearing the famous words of Hall of Famer Yogi Berra, “It ain’t over ’til it’s over.” Berra once told a reporter that phrase when asked about the Mets’ chances of winning the 1973 National League pennant race, and the team ended up rallying from being in last place to winning the division title. The Yogiism has been a rallying cry for athletes everywhere — and a massive hit for Kravitz.
“I was a huge Met fan as a kid. I used to go to all the ball games with my grandfather. We’d get on that subway and go to Flushing and we’d go to Shea Stadium. And yes, that would be the first time that I heard that phrase,” Kravitz says. “It ain’t over ’til it’s over. And that also stands for this time. We’re in a time right now, but we will continue. We will get through this.”
“It Ain’t Over ’til It’s Over” embraces the spirit of Stella Artois’ greater campaign “Invest Your Heartbeats in The Life Artois,” which encourages consumers to savor the moments they have with one another ’til the last drop. That’s easier said than done during the ongoing pandemic, which has caused a lot of families to alter their means of getting together as well as struggle financially. But Kravitz reframes the word “billionaire” in the Stella Artois ad and the idea of having a true fortune in our lifetimes.
“What are the true riches? Yes, we need money, let’s not act like we don’t. People need to eat, they need to pay their bills, they need to take care of their families,” he says. “But the true treasures, the true wealth, is in love and in relationships.”
Watch Kravitz’s “Heartbeat Billionaire” ad below before it airs during the Super Bowl LV on Sunday.