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(Courtesy Anheuser-Busch)
Anheuser-Busch, which has exclusive rights to all the national beer advertising at the big game, spends millions every season to showcase its brands during the Super Bowl broadcast, a game which is watched annually by more than 100 million viewers.
And on February 8, the world’s #1 brewer announced, that it would be featuring, not one but three interrelated Michelob Ultra spots featuring big name entertainers and sports superstars.
They all take place in the same bowling alley… And for the first time, Michelob Ultra will feature a multitude of products from its portfolio during football’s biggest night: Michelob Ultra, Michelob Ultra Pure Gold and Michelob Ultra Organic Seltzer.
The first chapter of the series – the :60 spot titled “Superior Bowl” – sets the tone at a vintage bowling alley where sports champions Peyton Manning, Alex Morgan, Jimmy Butler, Nneka Ogwumike and Brooks Koepka take to the lanes while actor Steve Buscemi (Boardwalk Empire) is seen preparing a few cold ones. And just when you think there couldn’t be any more legendary athletes featured in one spot, Serena Williams enters the room.
The second Michelob Ultra ad in the series is a :30 spot titled “Caddie” that features Brooks Koepka, professional golfer and four-time Major Champion.
And the third and final commercial in the series,” which will be airing in select markets including Houston, Dallas and Miami, features the award-winning Latino singer, Becky in a :30 spot called “Golden.”
“Michelob ULTRA believes that enjoying the ride along the way is not a distraction but in fact an essential part of life,” said Ricardo Marques, Vice President of Marketing, Michelob ULTRA. “That’s why with our ‘Superior Bowl’ campaign we are once again highlighting the fun and joyful side of some of the world’s greatest athletes and entertainers, while also delivering on our commitment to gender equality in sports.”
On the heels of the brand’s $100 million commitment to increase the visibility of women in sports, Michelob Ultra is taking its next step towards gender equality in sports by featuring an equal representation of male and female athletes in this year’s Super Bowl commercial.
Michelob ULTRA has also just signed a five-year partnership agreement with the Women’s Sports Foundation to help fund the travel and training needed for female athletes to compete at an elite level.
This year’s suite of Michelob ULTRA’s Super Bowl commercials was directed by Oscar-nominated cinematographer Rachel Morrison and created by Wieden + Kennedy New York.
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