Alcoholic beverage brand Michelob ULTRA just launched a new brand platform in time for the NFL divisional playoffs.
Made together with full-service creative agency Wieden+Kennedy New York, the campaign is marked by a hero spot that shines the spotlight on the competitive spirit of friends, as they go head-to-head against each other.
"Play For An ULTRA" dabbles on themes of athlete mentality and how they are willing to go to lengths to fight for what's at stake — in this case, a bottle of ULTRA.
Whether they're racing their friends on a track, playing a game of ball, or hitting the court, athletes who are driven by a reward will always do what it takes to win.
The campaign comes a few weeks after the brand launched its non-alcoholic Michelob ULTRA Zero line, making it the perfect refreshment for social athletes with only 29 calories.
29 calories. 0 alcohol. 2025 looks very refreshing.
— Michelob ULTRA (@MichelobULTRA) January 3, 2025
Introducing NEW Michelob ULTRA Zero - available NOW. pic.twitter.com/rkzWeqzcRw
Through the spot, Michelob ULTRA wants to remind its audience that the company has always championed an active lifestyle, letting its unique brand identity stand out amongst its competitors in the alcoholic beverage industry.
"We recognized that for social athletes, a beer with friends after active pursuits is part of the ritual and competition among friends means more when there’s something to play for.
So our new campaign taps into that insight while staying true to our brand DNA. It’s a continuation of the story we have been telling for over two decades," Michelob Ultra VP of Marketing Ricardo Marques told Ad Age.
"Play For An ULTRA" is set to air during the NFL divisional playoffs taking place this weekend.
What's at Stake? A Bottle of ULTRA
The 30-second spot starts off with a casual basketball player challenging his mate to a game for a glass of Michelob ULTRA, to which the friend accepts.
A montage of athletes is then seen challenging their friends to race, play soccer, and compete in a game of football — all for an ULTRA.
"Don't forget, there are ULTRAs on the line," one man tells his mate right before he whacks a golf ball.
We then see the different groups of athletes enjoying their post-sport cans of ULTRA after having won the bet they've made with their friends.
"Superior is worth playing for," the screen writes, as the commercial ends.
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