Anheuser-Busch has a lot of things going on with its new uber-ambitious Super Bowl LVII ad.
You’ve got Serena Williams (everyone knows her) playing golf with Brian Cox (Succession fans know him) in a commercial set at the fictional Bushwood Country Club from 1980’s Caddyshack. The original film which has become a cult classic starred Bill Murry, Chevy Chase and Rodney Dangerfield.
You’ve also got football great Tony Romo in the Bill Murry role from that film, soccer star Alex Morgan, professional basketball’s Jimmy Butler and Nneka Ogwumike, as well as Mexican boxer Canelo Álvarez…so yeah, there’s a lot going on.
The instantly recognizable spot celebrates the next generation of golfers with inclusivity at its core. And for the second year in a row, the spot features an equal number of female and male athletes, as a continuation of brand’s $100M commitment to gender equality in sports.
“Golf is going through an exciting transformation to become more inclusive and more joyful, which perfectly aligns with Michelob ULTRA’s point of view and as such ended up serving as inspiration for our campaign this year,” said Ricardo Marques Vice President of Marketing Michelob ULTRA. “Beyond entertaining we’re looking to engage our audience with an approach that combines creativity, commercial integration and new partnerships.”
But that’s not all.
Michelob ULTRA and Netflix are teaming up to highlight the new Netflix docuseries, ‘Full Swing’ which follows a diverse group of professional golfers across an entire PGA Tour season.
And that Super Bowl spot will also include a QR code that fans can scan to unlock early access to the first episode of “Full Swing,” which will go live immediately following the game. Fans can access the new Netflix show by scanning the QR code featured on the newly released limited-edition Michelob ULTRA Golf Packs and by following the brand’s social channels.
So yeah these spots feature all kinds of tie-ins.
And if that wasn’t enough there’s even an Instacart piece.
For the first time in Anheuser-Busch history, Michelob ULTRA is making the big game shoppable. A first for Instacart as well, fans can purchase Michelob ULTRA through a series of shoppable ‘stock up’ TVCs airing ahead of the Big Game.
“Michelob ULTRA is a clear fan favorite and the number one most-purchased beer on Instacart for the last nine months,” said Instacart CMO Laura Jones. “We’re thrilled to partner with Michelob ULTRA for our first major, cross-channel, co-marketing campaign during the NFL playoffs to help consumers stock up on Michelob ULTRA and other game day essentials, which can be delivered right to their doorsteps in as fast as one hour.”
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