Ostensibly, Anheuser-Busch created this ad to announce that their Michelob Ultra is now available in the 12 oz. slim can. But they’re really implying that this light beer somehow promotes fitness.
“Drink this beer,” the ad seems to say, “and it will give you energy to jog or ride or cycle. It will keep you thin and fit. It is an energy beer.”
They can’t actually say any of that with words, because it’s not true. There’s nothing wrong with beer in moderation, but beer doesn’t promote fitness and beer isn’t an energy drink. By implying this with images, they protect themselves against false advertising claims.