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Key Takeaways:
- Michelob ULTRA debuts “Superior Hotel” starring Lionel Messi ahead of the FIFA Club World Cup 2025.
- Wieden+Kennedy leads a multi-channel campaign with TV, OOH, and in-game creative.
- The rollout includes beer gardens, branded packaging, and ULTRA Zero activations nationwide.
Lionel Messi is back onscreen, sidestepping elevators and weaving through bellhops. All for a beer.
In Michelob ULTRA’s latest campaign for the FIFA Club World Cup 2025, the football legend returns in a new spot called "Superior Hotel."
Created by Wieden+Kennedy, the TVC reunites Messi with Michelob’s signature lighthearted tone and emphasizes the beer’s association with fun, friendly competition.
Notably, the campaign also serves as a follow-up to last year’s Super Bowl ad “Superior Beach."
This new commercial coincides with Michelob ULTRA’s role as the official beer sponsor of this summer’s FIFA Club World Cup, which takes place across 12 stadiums in the U.S.
According to Ricardo Marques, Michelob ULTRA’s SVP of marketing, the brand sees this as a major moment for beer and soccer fans alike.
"We’re in the golden age of soccer in the United States," Marques said.
"Michelob ULTRA has the unique privilege of being in the hands of the sport’s most passionate fans during this summer’s FIFA Club World Cup[.]"
The broader campaign isn’t just about Messi or the ad.
It’s part of a full-field press to bring soccer excitement to fans, whether they’re watching in the stadium or at home.
Beer Gardens, Branded Bottles, and Broadcasts
Produced by SMUGGLER, the spot opens with Messi and another football player at the hotel bar.
The bartender then asks the two if they'd like a drink as they wait, to which the other man asks Messi: "Play you for a Michelob ULTRA?"
The spot then culminates in an epic dribble showdown across the halls, with many of its guests getting involved along the way.
Michelob ULTRA’s summer rollout includes everything from limited-edition aluminum bottles to experiential activations at all Club World Cup host venues.
Fans attending games can visit “Michelob ULTRA Beer Gardens,” where they’ll be able to take part in games and challenges under the banner of “Play For An ULTRA.”
Michelob ULTRA Zero, the brand’s newest non-alcoholic variant, also gets its own spotlight through in-broadcast placements, bar promos, and presence in-stadium.
On top of that, tournament-themed packaging and player-led out-of-home advertising help push the campaign off the pitch and into public spaces.
Our Take: Is Messi the Star of Michelob Marketing?
The multi-channel approach positions Michelob ULTRA as more than a sponsor.
It’s aiming to become part of the culture surrounding football’s growing popularity in the U.S.
This campaign shows how creative agencies like W+K can help sports sponsors go beyond logo placements and into lifestyle branding.
Watching Messi zigzag through a hotel just to grab a beer is a sight you can't find anywhere else.
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With 505 million followers on Instagram alone, Messi's reach is global and massive.
That matters because it shows how even the smallest moments can create a lasting emotional bond with millions.
And to me, this is what good brand identity work looks like: building a real connection through moments that thrill.
Meanwhile, Aura recently tapped "Iron Man" star Robert Downey Jr. to star in a spot about digital safety.
The best creative agencies know how to tap into emotion, culture, and timing. Check out the best creative agencies:
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