Michelob Ultra fields 3-episode 'Superior Bowl' play
Michelob Ultra has fielded an episodic three-part commercial to make its mark on an increasingly crowded Super Bowl advertising lineup.
The light beer brand is promoting three products from its portfolio, the aforementioned base Michelob Ultra, a 'Pure Gold' variant and an 'Organic Seltzer' edition by pondering the question of what players might get up to when they are not kicking a ball.
Drawing upon some of the biggest names in sport the campaign utilizes a diverse range of champions from Peyton manning to Serena Williams and Alex Morgan for its opener, a fun night out at a bowling alley in the company of comedians Steve Buscemi - all with a refreshing light beer in hand.
Michelob Ultra fields episodic 'Superior Bowl' sports play
In a change of pace, the second spot focuses on superstar golfer and Michelob Ultra regular Brooks Koepka as he brings his rigorous approach to taking a putt to the bar as he orders an Organic Seltzer.
Our night out at Superior Bowl concludes in the company of Latin singer and actress Becky G, known for coveting anything that glistens, with a Michelob Ultra Pure Gold in hand.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
In a press statement, the brand said: "The joy-evoking Superior Bowl spot will not only be a reminder to the world that 'It's Only Worth it If You Enjoy It,' the commercial actually stands for something greater: gender equality in sports. On the heels of Michelob Ultra’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, being directed by Oscar-nominated cinematographer, Rachel Morrison."
Michelob Ultra has previously got beer drinkers on their feet by trademarking itself as The Official Beer of Turkey Trotters, in recognition of the one million Americans who head out for a run before their Thanksgiving meal.