Michelob ULTRA, the second-largest beer brand in the country, is teeing up superior enjoyment for all and unveiling the brand’s boldest campaign in its history on football’s biggest stage.
During the Big Game and beyond, Michelob ULTRA is celebrating a new era for the sport by championing equal enjoyment for all.
Michelob ULTRA is once again putting joy front and center with two golf-themed ads that feature legendary athletes and entertainers hitting the links, and will introduce groundbreaking partnerships with Netflix, Instacart, and golf apparel brand Devereux Golf for a truly integrated campaign across digital, fashion, sports, entertainment, and e-commerce which the brand will build upon throughout the year.
“New Members Day,“ the brand’s 60-second ad, brings bold new energy to the links when legendary athlete Serena Williams goes head-to-head with Emmy award-winning actor Brian Cox.
The pair are joined by superstar athletes from multiple sports including Jimmy Butler, Alex Morgan, Tony Romo, Nneka Ogwumike, and Canelo Alvarez, taking over Bushwood Country Club in a nostalgic nod to the classic golf movie, Caddyshack.
The instantly recognizable spot celebrates the next generation of golfers with inclusivity at its core.
For the second year in a row, the spot features an equal number of female and male athletes, as a continuation of the brand’s $100M commitment to gender equality in sports.
An Ace of a Partnership
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.
The dynamic partnership brings together two of the biggest brands in sports and entertainment that have a shared ambition to celebrate the next generation of golf culture.
Viewers will join professional golfer Rickie Fowler, NFL legend Tony Romo and U.S. Soccer star Alex Morgan on the course as they receive an early look at the upcoming Netflix docuseries, “Full Swing.”
The spot will 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 and will be available until 11:59 p.m. ET on Monday, February 13.
Can’t Miss Collaborations
For the first time in Anheuser-Busch history, Michelob ULTRA is making the big game shoppable, bringing consumers into the world of Bushwood Country Club with limited-edition Michelob ULTRA Golf Packs and collaboration with Instacart.
Enjoying a cold one while cheering on your favorite team is par for the course and stocking the fridge is now easier than ever.
A first for both Anheuser-Busch and Instacart, fans can purchase Michelob ULTRA through a series of shoppable ‘stock up’ TVCs airing ahead of the Big Game.
Instacart will bring the partnership to life through shoppable media on their app, email marketing, push notifications, and social posts, reminding users that Instacart is their ultimate shopping destination for all football viewing party needs.
Heading to the Pro Shop
Ensuring that the next generation of golfers will be showcased in style, the brand is expanding its partnership with the innovative and inclusive golf apparel brand Devereux Golf.
Alongside Michelob ULTRA, Devereux Golf will launch its first-ever women’s line, a continuation of Michelob ULTRA’s commitment to gender equality in sports.
The limited-edition collection inspired by retro golf culture features several items designed to be worn on or off the golf course, including the “Stand Out Club Polo,” the “Superior Club Cardigan,” the “Sunday Best Sweater Vest” and more.
In another first for Anheuser-Busch, the Big Game spots will be shoppable, and viewers can take home select pieces that are featured in the commercials.
The Michelob ULTRA x DVRX Collection will be available starting February 1 on michelobultra.com/ultraclub and dvrxthreads.com.
Hitting the Links in Phoenix
This year, the home to the big game is also home to some of the best golf courses in the country.
Naturally, Michelob ULTRA will take over the greens in Phoenix. In partnership with Netflix, the brands will host an epic party, featuring performances by A-List appearances by Michelob ULTRA athletes and a golf face-off for the ages.
Netflix and Michelob ULTRA will also premiere “Full Swing” during a private screening that will debut the same first episode unlocked by the QR code featured in the “Episode Gossip” TVC.
The 19th Hole
The beer brand will continue to open doors for more people to participate in golf, giving fans the opportunity to win one-of-a-kind golf prizes for themselves and their friends, PLUS early access to the first episode of “Full Swing” following the game.
Prizes include rounds of golf at exclusive TPC golf courses, tickets to PGA Tour events, or the grand prize: a chance to witness golf history at three of the most premier golf tournaments in the U.S.
Fans can access this by scanning the QR code featured on the newly released limited-edition Michelob ULTRA Golf Packs and by following the brand’s social channels.
To view both of Michelob ULTRA’s spots, “New Members Day” and “Episode Gossip” visit Michelob ULTRA’s YouTube page.
For the second year in a row, Michelob ULTRA’s Big Game commercials were directed by Oscar-nominated cinematographer, Rachel Morrison, and created by Wieden + Kennedy New York.