NFL beer partner AB InBev’s Michelob ULTRA’s Super Bowl spot sees Succession star Brian Cox pair up with tennis great Serena Williams in a Caddyshack style, golf-themed campaign which drives home a message about pairing: the only pair to rival its two stars is, according to the brand, beer and football.
Teased from 20 January, with the full ‘New Members Day’ version debuting across the brand’s own online channels from 1 February, the comic campaign – created by agency created by Weiden + Kennedy – also leverages the start of the new golf season and sees two stars play the role of the newest members of the branded (half fictional) Bushwood branded golf club (which consumers can join in a list-building/reward offering initiative).
https://www.youtube.com/watch?v=Qvm0jCAEf0o
https://www.youtube.com/watch?v=EjoHxle36EM
The hero ad, its cut-downs and supporting social content all seek to both entertain and to encourage viewers to pre-order their Big Game beer stocks with executions feature a QR code linking viewers to purchase via Instacart (with free delivery is available in select areas)
Other stars who appear in the campaign include NFL player turned commentator Tony Romo, golfer Rickie Fowler, boxer Canelo Álvarez and USWNT player Alex Morgan.
https://www.youtube.com/watch?v=yXromZeWViI
Sunday is fast approaching, and we have a #SuperBowlLVII message for you! Zoom in and reply with the hidden message using #ULTRAClub #Sweepstakes for a chance to win an ULTRA Golf Pack. pic.twitter.com/nUg8lyYHqe
— Michelob ULTRA (@MichelobULTRA) February 7, 2023
? Beat the Big Game rush and order ULTRA on @Instacart. Tag a friend who needs ULTRA for gameday. #ULTRAClub pic.twitter.com/GwObPwKzI3
— Michelob ULTRA (@MichelobULTRA) February 6, 2023
The campaign also features a brand collaboration with Netflix’s new ‘Full Swing’ golf show developed in harness with the PGA Tour (which the brand also sponsors) with creative featuring a strong field of top golfers and offering fans a sneak peek at #FullSwingNetflix by scanning your ULTRA golf pack can.
https://www.youtube.com/watch?v=AKbXPXOQAmQ
Plus, the multi-faceted campaign also sees the beer brand collaborate with Devereux Golf on a new apparel collection spanning colourful polo shirts, sweater vests, hats, zip-ups and a range of other lifestyle and golf clothing items baring both brand logos.
“Anheuser-Busch has a long history of delivering big for fans during the Super Bowl and this year is no exception,” explained Anheuser-Busch Chief Marketing Officer Benoit Garbe. “As we’ve been doing for decades, A-B will once again lead the alcohol category with total minutes of in-game creative delivered by our iconic and high growth brands.”
Comment
Parent brand and NFL sponsor AB InBev may have given up its exclusive Super Bowl category rights this year (see rival Molson Coors’ ‘Great Taste v Refreshing’ Big Game campaign), but it will still run three minutes of ads in Super Bowl LVII with additional spots for Bud Light and Busch Light.
Brand collaborations are a major trend in 2023 Super Bowl advertising and this initiative doesn’t just pair football (NFL) and golf (PGA Tour), as well as Cox and Williams, but also Michelob ULTRA and Netflix and the beer brand with Devereux Golf apparel.
The campaign also features an equal number of female and male athletes: bringing to life the brand’s 2021 pledge commitment to furthering gender equality in sports which will see it spend $100m over the next five years to increase the visibility of women’s sports and female athletes.
This might be ostensibly a Super Bowl campaign, but it also sees Michelob ULTRA bring golf to the forefront of its marketing mix. Perhaps because of its resurgent popularity in the US (data from the National Golf Foundation shows the pandemic led to a 5% surge in the sport’s popularity), or maybe due to heightened media coverage around the PGA Tour/LIV rivalry.
“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,” commented Michelb ULTRA Marketing VP Ricardo Marques in a recent PR statement.
There is a lot to unpack! Perhaps even a touch too much?
Michelob ULTRA is, arguably, the beer brand which puts emphasis on sport in its marketing mix than any of its rivals. Other recent, notable sports-related campaigns from the brand in 2022 include the marathon focused ‘Race To Equality’ and the tennis-linked ‘McEnroe v McEnroe’.
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