The Michelob ULTRA Super Bowl commercial demonstrates two rhetorical devices well. One is anaphora: “After the…., “After the…,” “After the…”

Chiasmus is also illustrated by “Are you happy because you win, or do you win because you’re happy?” This is an ABBA construction.

Rhetorical devices can be overused and hokey, but in ads they’re memorable, and these are good examples.